Apple doesn’t take part in the Consumer Electronic Show that takes place in Vegas every year in January instead choosing its own developers conference. Most of the major announcements are revealed there and over the years a cult like following has ensued.

So when it comes to CES the biggest US tech company completely misses out leaving to giants like Google to dominate. Last year the search company’s presence were ominous with brand wrap over the monorail and temporary exhibition structures were erected, this year will be no different with a Google Play House and more branding. But this time spotted by Engadget editor, for the first time Apple took out a large billboard over the strip where the CES event will be held, with a minimalist style messaging hinting at the strong privacy policy the company adheres to. While both Google and Facebook has been embroiled in data leaks and subject to US Government inquiry, Apple hasn’t had such incidents and has even stood its ground when the FBI demanded for a backdoor entry into a suspected terrorists iPhone.

The tongue-in-cheek headlines plays on the Vegas theme of What Happens In Vegas Stays in Vegas, Google executives plying the route will be reminded of this for the next one week as the billboard hangs over CES2019. We don’t see Apple do anything like this in the past but this action could spark a new billboard war, when Apple hosts the WWDC come this year.

(source: Engadget)