CES starts today and that means a major tech makeover

Bessie Dean
January 9, 2019

The message stands about 13 floors high on the side of a hotel that overlooks the Las Vegas Convention Center hosting CES 2019 this week.

The billboard is a riff off the popular phrase "What happens in Vegas, stays in Vegas". The black and white image also includes an outline of an iPhone XS and Apple's privacy webpage address.

Like every January, Mashable's Tech Team came to Las Vegas for CES to preview what's coming in the world of consumer tech, and boy were there are lot of shiny new gadgets to see.

With a minimal, white-text-on-black design, the ad features text prominently reading "What happens on your iPhone, stays on your iPhone", alongside an outline of Apple's smartphone.

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Apple doesn't usually shy away from a chance to battle with its competitors, but it hasn't used a trade show to make an argument, let alone even a public presence, for many years. The ad isn't for a new Apple product, rather it's throwing shade at other companies in attendance by highlighting Apple's privacy policies.

The billboard takes a stab at Amazon and Google's less than stellar privacy record, reports Highsnobiety.

CES starts Tuesday and runs through Friday.

During our 12 p.m. newscast, "Dr". This illustration picture taken on April 29, 2018, shows the logo of Apple displayed on a screen and reflected on a tablet in Paris.

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