08 January 2020
It has been 27 years since Apple last made an appearance at the annual Consumer Electronics Show (CES) where it announced a product named Newton. All these years later, Apple is all set for a return to CES but it is not for any new product announcement. It will be present in Las Vegas to be a part of a roundtable discussion on consumer privacy.
As spotted by Bloomberg, CES 2020 agenda mentions Jane Horvath, Senior Director of Privacy at Apple, as one of the attendees of the Chief Privacy Officer Roundtable: What do Consumers Want? discussion. She will be joined by the FTC commissioner and executives from other tech giants like Facebook and Procter & Gambles Co.
These attendees will have a conversation about exactly what consumers are expecting in terms of privacy. They will also talk about how consumer privacy can be improved and whether a regulation will be a fragmented patchwork. It is an important topic of conversation considering how various tech companies have come under the radar over their inadequate attempts at protecting user data and privacy.
It is not surprising to see Apple being a part of a privacy-focused conversation. It has always taken pride in being committed to maintaining user privacy and has also been using the same as one of the marketing materials for its products including iPhones. It even put up a huge billboard saying "What happens on your iPhone, stays on your iPhone" right next to the CES 2019 presentation area.