Although Apple is not officially participating in this week's Consumer Electronics Show, they are still present in the showroom. The tech giant hosted a private press conference to showcase new products that are compatible with its HomeKit smart home service. Some of these devices include the new ConnectSense Smart Outlet and the Kwikset Premis touchscreen smart locks. Users can control these products by interacting with the Home app on their iPhone or iPad, allowing them to turn devices on and off, add them to scenes, and configure their functionality with HomeKit.

Apple's decision to showcase HomeKit-ready products at CES is not surprising, as they have received criticism for not offering enough support for HomeKit compared to Google Home and Amazon's Alexa. By highlighting new products that support their technology, Apple is aiming to show that they are also expanding their presence in the smart home industry.

Although Apple typically does not participate in CES, they usually have a subtle presence in the showroom. However, this year, Apple is more prominent, even purchasing a 13-story billboard overlooking the Las Vegas Convention Center to showcase their strong iPhone security. This move is seen as a challenge to competitors such as Google and Amazon.

CES is currently underway and officially begins on Tuesday, ending on Friday.