Screen Shot 2014-01-07 at 7.14.05 PMCompanies competed for the top spot in wearable tech at the International Consumer Electronics Show in Las Vegas this week. Intel debuted smart earbuds with biometric capabilities, a headset with personal assistant features, and a smart wireless charging bowl. LG unveiled Life Band Touch, which is almost a replica of Nike Fuel Band. Startup Sensoria showed smart socks that gave runners coaching instructions on speed and foot placement. Crowd-funded smartwatch Pebble also made an appearance.

Absent from the conversation was Apple, which has been rumored to be entering luxury wearables since it hired former Burberry CEO Angela Ahrendts and YSL CEO Paul Deneve. Apple has never attended CES, and has shied away from other trade shows such as Macworld. But L2 Founder Scott Galloway has predicted that Apple will move away from being a technology company and become a luxury brand. Just a few months ago, it commissioned handbag designer Clare Vivier to make $199 cases for its Macbooks. Any wearable tech releases from Apple could fit more in the luxury category than electronics. In that case, we can expect wearables in an entire different category than the devices at CES.

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