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Apple makes surprise appearance at CES 2020

Apple makes surprise appearance at CES 2020 in a unique Samsung product

One of Samsung’s signature products of CES 2020 is a TV that automatically rotates between portrait and landscape — and works with the iPhone.

Jason Hiner mugshot

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Samsung demonstrates the spinning Sero TV, which swaps between vertical and horizontal modes.

Sarah Tew/CNET

This story is part of CES 2020, our complete coverage of the showroom floor and the hottest new tech gadgets around.

The buzz about Apple officially returning to CES after 28 years is true. Apple’s Jane Horvath is speaking on a panel about privacy on Tuesday at 1 p.m. PT, and HomeKit-compatible devices are expected to be on display when the show floor opens on Tuesday morning. But Apple also made a surprise appearance on opening day at CESas the first press events kicked off Sunday.

The unexpected moment happened at a standing-room-only Samsung “First Look” event at Caesars Palace in Las Vegas. Along with its 292-inch “The Wall” TV and its completely bezelless 8K TV, Samsung introduced the Sero TV. Sero means “vertical” in Korean, and the trick to this TV is that it can rotate between portrait mode and landscape mode, so it’s tailor-made for millennials and Gen Z, who watch a lot of vertical videos from YouTube, Instagram, Snapchat and TikTok. (See my video of it in action.)