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Apple returns to CES and not to present a new product

Exposing its position on user privacy is Apple's goal in its surprising return to the Consumer Electronics Show (CES), whose 2020 edition will take place in early January.

The Cupertino firm will be part of a round table scheduled for Tuesday 7, in which its senior privacy director, Jane Horvath, will intervene according to the program revealed by the organization itself.

In that instance, the executive will share her opinions with her Facebook and Procter & Gamble peers, in addition to a representative of the Federal Trade Commission (FTC).

According to Bloomberg, the panel analyzes how companies develop their privacy policies at scale, but also how they address consumer regulation and demands.

Apple was not officially since 1992 at the fair. On that occasion, when it took place in Chicago, its then executive director, John Sculley, presented the failed Newton device.

Unlike rivals such as Google, Microsoft and Amazon, who use these events to promote their latest products, the giant created by Steve Jobs, Steve Wozniak and Ronald Wayne has decided to ignore CES for decades and everything like it.

Ironically, dozens of companies take advantage of these meetings to promote a host of accessories for devices manufactured by the firm of the bitten apple.

Despite its historic reluctance, Apple marked territory in the last CES, with a colorful warning that read What happens on your iPhone, stays on your iPhone. The legend was projected on one of the faces of the building that houses the SpringHill Suites hotel, of the Marriott chain, inviting those who saw it to analyze their policies related to tools such as Apple Pay, Face ID and Apple Watch.

The intervention was visible from the Las Vegas Convention Center (LVCC), where the event is held annually. The message pointed to the Achilles heel of their rivals, considering that Amazon and Google have suffered operational failures that have resulted in violations of their users' privacy.

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