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 billboard is a riff off the popular phrase "What happens in Vegas, stays in Vegas".
Apple, which does not maintain a regular presence at CES, did not immediately return FOX Business' request for comment.
The Apple promotion is a take on the popular Las Vegas slogan, "What happens in Vegas stays in Vegas". It also included the URL to Apple's privacy website. But the Sunday and Monday before are jam-packed with announcements that set the stage for tech's biggest show of the year.
Both Google and Amazon have a less than stellar privacy record.
In fact, that's a bit of an unfair analogy, because even the most creepily needy of lovesick folk stops short of taking out a giant advert on the side of a hotel, and yet that's exactly what Apple has done. However, following a rough patch that's slashed more than $300 billion in market value in two months, Apple is using this week's CES conference to make a bold statement in a rather uniquely Apple fashion.
CES starts Tuesday and runs through Friday.
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