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Apples Woes Not Its Gadgets Overshadow Tech’s Big Trade Show

Tim Cook

Apple Inc. won’t be placing a giant booth at the big CES tech trade show that started yesterday in Las Vegas, but its recent sales warning – and the country it blamed for the shortfall – will undoubtedly be the talk of the show.

Typically, Apple casts a shadow over CES due to anticipation for the iPhone maker’s next product, competitors racing to beat them to the market and hundreds of accessory makers looking to make a buck on the iPhone maker’s platform. This year, Apple’s reduced revenue forecast and whether the flagging Chinese economy will hamper other big electronics companies will vie for attendees’ attention.

The consumer electronics trade show is partly known for being divorced from the real world. It’s a place where companies show off early prototypes that may never turn into commercial products. While some attend CES to see game-changing advances like the original Xbox in 2001, the Palm Pre phone in 2009, and 3-D and 4K TVs in more recent years, the real noise is made in backroom meetings among major companies and suppliers of the potentially next big thing.

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