Apple flips off Google, Amazon, on eve of CES 2019

Apple doesn't go to CES. In years past, counter-programming it with iPhone and MacBook Air meant it didn't matter. More recently, it's meant ceding New Year's mind share to the likes of Google and Amazon.

This year, Apple hasn't started going to CES or counter-programming it again, but it has made sure that its shadow is hanging over every other vendor at the show. Literally.

Apple never shows up at CES, so I can’t say I saw this coming. pic.twitter.com/8jjiBSEu7zApple never shows up at CES, so I can’t say I saw this coming. pic.twitter.com/8jjiBSEu7z— Chris Velazco (@chrisvelazco) January 4, 2019 January 4, 2019

Clever Apple, playing on the infamous "What happens in Vegas stays in Vegas saying".

Of course, many will be quick to point out that iCloud means most things don't stay on iPhone. And installing Google and Facebook apps, incredibly popular both, absolutely means anything done with either won't stay on iPhone.

That said, the point is to drive home that, with Apple, your data stays yours. Apple has no interest in exploiting or absuing it. And given all the scandals and oopsies the big data companies had in 2018, that's an increasingly compelling differentiator.

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.