Google, Intel, Nvidia, AMD. These companies and others considered bringing Apple one way or another at CES this year.
Although Apple wasn't at the event in Las Vegas, it seemed like everyone was talking about the company.
If you've seen live streams from Intel and Nvidia, you've heard of products that are faster than Apple's M1 Max chips, for example (although other research seems to have poured cold water on these claims from the two companies). ).
Only when you scratch the surface do you see that Apple has already been considered the winner of CES this year in several categories, without being there officially.
Apple was in the eyes of many at CES 2022
Intel was quick to compare its latest Alder Lake chips to the M1 Max, which is currently available in both 14-inch and 16-inch MacBook Pro models. The press release directly states that the Intel Core i9 chip is faster than the M1 Max, but when you consider the heat dissipated from this processor compared to Apple chips, Apple outperforms the competition in more than just speed. .
The Core i9 can draw up to 115 watts of power, while the M1 Max draws 60 watts in regular use and typically doesn't exceed 90 watts when macOS demands more power from the chip.
But that's just one example from Intel, as the company also showcased Apple Watch and iMessage integration with upcoming Evo PCs through Screenovate, an app the company recently acquired in December.
Google also announced an effort to mimic the connectivity enjoyed by Apple's device ecosystem. You will soon be able to pair multiple devices via an upcoming feature called Fast Pair. This allows your Android phone to unlock your Chromebook or Pixel Buds to seamlessly switch between your phone and your laptop.
However, not only Google and Intel are inspired by the characteristics of Apple software.
But wait, there is more
Find My is Apple's service for integration with other products that can be found through the Find My application. It is the same method that AirTags offers, but the company allows other companies to use the same technology. Targus was an example at CES by integrating Find My into a backpack.
Belkin also announced headphones that would include Find My, along with support for the iPhone 12 and iPhone 13 series that will be able to track your face, perfect for video calling or creating the next viral TikTok video.
Companies like Eve are also pushing to integrate Apple's HomeKit, a way to manage your home devices through the Home app, so you can control lights, heating, and sooner blinds to turn your home on and off when be necessary.
These are just a few examples of what was announced at CES 2022, but it only shows how Apple was all over the place at the event, but did not appear. The only time anyone from Apple appeared at CES was in 2020 when Jane Horvath, Apple's senior director of privacy, took the stage at a privacy panel discussion.
And, the year before, the company decided to display a banner in front of CES to promote the fact that your information is stored only on your iPhone.
It just goes to show that Apple doesn't need to be at CES: companies like Belkin with their products and also Intel with their graphics do the hard work for the company regardless. While there are still questions about whether events like this are still accurate on a post-pandemic planet, the underlying theme was that companies prepare to prepare for a battle that Apple has already won.