Although Apple will not participate in the Consumer Electronics Show in Las Vegas starting next week, the company decided to take advantage of the event to launch a message on privacy and security on the iPhone.

Apple used a large space on the billboard that reads near the convention center in Las Vegas where the CES 2019 will be held: “What happens on your iPhone, stays on your iPhone”,, noticed by Engadget’s Chris Velazco. If interested to know more check out Apple’s dedicated privacy website. The phrase is a nice reference to the most famous catchphrase of the city: “What happens in Las Vegas, stays in Las Vegas”.

This is an unusual move for Apple, which in the past had never bought advertising space near an important event like the CES in Las Vegas. In addition, it is one of the first billboards on the company that is totally focused on privacy, a subject that Apple is very keen on.

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