The billboard reads "What happens on your iPhone, stays on your iPhone" and is positioned outside the Consumer Electronics Show (CES) tech conference in Las Vegas, right beside a monorail emblazoned with Google ads.
The 13-story billboard, which covers nearly the entirety of the CES-adjacent hotel, reads: "What happens on your iPhone, stays on your iPhone". The ad also includes the apple.com/privacy website address where people can get information about Apple's iPhone privacy policies. It's a clever play on the iconic slogan "what happens in Vegas stays in Vegas".
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.
The not-so-subtle dig at companies like Amazon and Google, which have an increasingly large presence at CES, highlights a significant point of differentiation for Apple.
One of the biggest digital companies surfaced a message on the side of a high-rise building in Las Vegas just in time for CES 2019, the biggest electronics show in the U.S. Apple has made its commitment to consumer privacy quite public, separating itself from Google and Facebook that have been called into question for their privacy practices.
Both Google and Amazon have a less than stellar privacy record.
Share of Apple were down 0.51 percent as of 12:30 p.m. ET.