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Hey Siri, Where Are You?

A Las Vegas Monorail car with a Google ad passes in front of the High Roller Observation Wheel prior to the CES 2018 on January 7, 2018 in Las Vegas, Nevada. CES, the world's largest annual consumer technology trade show, runs from January 9-12 and features about 3,900 exhibitors showing off their latest products and services to more than 170,000 attendees. (Photo by Alex Wong/Getty Images)

The following is an excerpt from Will Oremus | January 10, 2018 | Slate.com |

LAS VEGAS—It’s the year of the voice assistant at CES, and Amazon’s Alexa is everywhere: not just in TVs and speakers, but in personal robots, couches, showers, and mirrors. If anything, Google’s Assistant is even more ubiquitous, as the search and A.I.

giant goes all-out to build its own reach and name recognition. The phrase “Hey Google” is splashed in bright, bold color on billboards, a giant tent, and even the Las Vegas monorail. Microsoft executives are here quietly plugging Cortana and inking new partnerships, in the face of what might seem an uphill battle, and Samsung is still trying hard to make Bixby happen. The Chinese search giant Baidu is here, too, showing off some creative new devices powered by its own voice assistant, DuerOS.

But there’s one prominent A.I. assistant whose voice is silent at CES this year: Siri.

Apple’s absence from the CES scrum is nothing new. The world’s top tech company traditionally skips the conference, a strategy that has served it well. Apple’s own storied launch events give it a far more potent stage than any booth at the Las Vegas Convention Center. For years, Apple’s nonattendance (along with that of the big internet and social media companies) has been a sort of sore spot at CES: There’s a nagging feeling that the biggest tech happenings are elsewhere.

For more visit: Slate.com