CES 2025 is fast approaching, and as always, one glaring omission from the lineup is Apple. The tech giant hasn’t officially attended the event since the early 90s. Despite being the world’s largest technology trade show, Apple has shown little interest in participating. However, even in their absence, the iPhone maker will undoubtedly cast a long shadow over the event.
Almost every year, CES articles emerge discussing the impact of Apple’s influence on the show. Last year, for example, Apple strategically dropped the Apple Vision Pro launch date just one day before CES kicked off, shifting attention away from any virtual or augmented reality hardware showcased at the event.
Even if Apple isn’t presenting, its presence is everywhere. Whether it’s iOS- or macOS-compatible products being displayed, cleverly placed advertisements around Las Vegas during the show, or industry professionals attending with iPhones and MacBooks in hand, Apple’s footprint is undeniable.
This year is likely to be no different. With the impressive M4 chip making its way into iPads and Macs by the end of 2024, and more Mac products on the horizon, Apple has thrown down the gauntlet for its rivals, especially in the laptop and chipmaking arenas.
Who Needs to Beat Apple at CES?
Let’s start with CPUs and GPUs, as that’s the hot topic right now. Intel, AMD, Qualcomm, and Nvidia are all expected to have a significant presence at CES this year, with Qualcomm revealing its second-gen Snapdragon X Elite chips, and Nvidia teasing its upcoming RTX 5000 GPUs. Apple broke into the first-party silicon game in 2020 with the M1 chip, and since then, the company has elevated its chips—and the devices that use them—to new heights.
There’s also buzz about the possibility of an M4 Ultra chip arriving soon, possibly alongside new Mac Studio or Mac Pro models. Whatever happens, Apple is currently in a strong position when it comes to desktop and laptop chip performance, and its rivals will have to surpass these achievements to claim any victory at CES.
Today, the competition isn’t just about traditional processors and graphics. Neural Processing Units (NPUs) are becoming increasingly vital as AI tools infiltrate our software and hardware. The M4 generation’s Neural Engine is quite powerful, though I personally suspect Apple might fall behind in this area when it comes to raw specs. The M4 NPU offers 38 trillion operations per second (TOPS), while Qualcomm’s current-gen Snapdragon X Elite can already achieve 45 TOPS.
Conclusion:
Even though Apple won’t be officially present at CES, it will undoubtedly be a central topic of conversation. From hardware innovations to AI advancements, Apple’s influence continues to shape the global tech landscape. In 2025, CES will still revolve around Apple’s shadow.