Apple's CES ad takes aim at rivals with privacy boast

Angelica Greene
January 9, 2019

"Because of the government shutdown, some of our scheduled government speakers at CES 2019 have alerted us that they must cancel their travel to the show", Gary Shapiro, head of the Consumer Technology Association, wrote in a statement.

"What happens on your iPhone stays on your iPhone", Apple's display advertisement, which is made to rhyme the famous wordplay "what happens in Vegas, stays in Vegas" near the LVCC says.

The Consumer Electronic Association (CEA), which is holding its CES show in Las Vegas this week, is under fire for taking back an innovation award it gave to Lora DiCarlo's Ose personal massager, a sex toy the organization retroactively classified as "immoral, obscene, indecent, [or] profane".

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 black and white image also includes an outline of an iPhone XS and Apple's privacy webpage address.

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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.

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. That's especially true for Monday, Jan. 6: "Press day" is comprised of at least a dozen press conferences, starting at 8 a.m. PT sharp (11 a.m. ET, 4 p.m. UK) with LG.

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