Apple is not scheduled to attend next week’s Consumer Electronics Show in Las Vegas, but the company has purchased a large billboard near the city’s convention center to promote its private message.
In an uncharacteristic move, Apple plastered a pithy advertisement promoting the privacy principles of the iPhone on the side of a SpringHill Suites by Marriott hotel. The facility overlooks the Las Vegas Convention Center, where hordes of tech industry insiders will convene to network, view keynote speeches, and preview the newest and greatest gadgets.
The ad was discovered by Engadget reporter Chris Velazco on Friday. The phrase, a parody of Las Vegas’s marketing slogan “What happens in Vegas, stays in Vegas,” is accompanied by a line drawing of an iPhone XS and the web address of Apple’s privacy page.
The billboard’s location, towering over the heart of CES, is likely no accident. Attendees will undoubtedly see the sign on their way to or from the event floor, where companies with less stringent privacy policies will be displaying their newest products.
Apple does not typically participate in CES in an official capacity, though “undercover” employees have been known to roam the grounds. Instead of participating in major industry expositions, the Cupertino tech giant relies on its launch events and annual developers conferences to promote new products and services.
While Apple does not participate in CES activities, its presence is felt through the numerous accessory manufacturers who create products that are compatible with iPhone and Mac devices. The previous Consumer Electronics Show (CES) witnessed an explosion of HomeKit-compatible products, ranging from light bulbs to obscure integrations such as home shower systems.