CES 2019 is just around the corner and companies big and small are prepping to show off their tech to the world in Las Vegas. However, one tech giant that usually does not have a presence, at least directly, at CES is Apple. While there might be third parties that show off technology that is based for the platform, Apple has generally been absent from the show. This year though, Apple’s decision to let its presence be felt comes in the form of an advertisement that likely takes a dig at certain companies attending the annual show.
The ad, placed on a building not far from the Las Vegas Convention Center that houses the event, rips off of the famous “what happens in Vegas stays in Vegas” quote and reads “What happens on your iPhone, stays on your iPhone.”. The ad is hard to miss due to its placement and most certainly takes a dig at its competitors, boasting about the focus on privacy that the Cupertino giant puts into its products and services.
Apple has for long been a strong privacy advocate, so far as going against the law to safeguard its policies. The firm also calls for tougher regulations in matters of user data usage. Though the company has had its share of slips, it is in a better position than its rivals. With goof-ups such as the accidental private recordings access issue by Alexa or the Google+ mess from the search giant making news, along with the Facebook’s brushes with the law in light of the Cambridge Analytica scandal, Apple touting its privacy advantage seems like a smart move to make. At its Build conference in 2018, Microsoft too had a strong privacy narrative.
Google and Amazon will have a huge presence this year at CES. Though not much in the way of new products is expected from either company, their respective digital assistants are expected to feature mainly on third-party hardware. The onus is on the companies to join the privacy dialogue and the timing cannot be better for these companies to reaffirm their commitment towards protecting and preventing misuse of end user data.
With just a few more days to go for the event, we expect to begin seeing companies take the wraps off their products sooner than later. Stay tuned to Neowin for our own coverage, as we’ll be there.
Source: The Verge