Apple is using the side of a Marriott hotel in downtown Las Vegas in order take what appears to be a shot at its Android-based smartphone rivals with a giant ad that shows part of the outline of an iPhone and the text "What happens on your iPhone stays on your iPhone".
The CES 2019 gadget show is revving up in Las Vegas, but even technology's biggest trade event isn't immune to the effects of the partial government shutdown.
The billboard is a riff off the popular phrase "What happens in Vegas, stays in Vegas". It also included the URL to Apple's privacy website.
While CES 2019 technically kicked off on Sunday - the first of two media days - all of the biggest companies are set to hold their press conferences on Monday.
Monorain cars with the lettering "Hey Google" - the alarm word for the Internet company's language assistant - drive past an Apple banner advertising the protection of privacy on the iPhone.
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While the ad makes a jab at Google, Facebook, and other digital and electronics companies that fail when it comes to consumer privacy, Apple wants to make clear that the company will keep private the data collected through Apple Pay, Face ID, and the health data aggregated by the Apple Watch.
Apple does not have an official presence at CES this year, where Google takes up a sizable footprint, tripling its size from last year, CNBC reported.
Apple spent a lot of time in 2018 taking Facebook and Google to task for their awful privacy policies.
CES starts Tuesday and runs through Friday.