With the biggest annual tech show CES 2019 just around the corner where Google and Amazon will have a huge presence, Apple took a dig at them with an ad posted just beside a hotel that overlooks the venue.

The Consumer Electronics Show (CES) 2019 is set to take place on Tuesday, January 8 and major companies including Google and Amazon are gearing up to show off their gadgets. Apple, that does not take part in this conference, took an indirect dig at their privacy issues via a huge advertisement.

Apple posted a huge ad that covers 13 floors on the side of a hotel in Las Vegas that overlooks the place where the conference is bound to happen. The message posted reads, “What happens on your iPhone, stays on you iPhone”.

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The ad has an outline of iPhone XS followed by a URL to Apple’s privacy website that explains more about Apple’s security and privacy policies. The statement is a wordplay on the classic Hollywood line, “What happens in Vegas stays in Vegas”.

Apple’s message takes an indirect dig at the companies like Amazon and Google that have previously been under fire for using user’s private data, at times anonymously, to sell them different things, as per CNBC.

Last year Amazon’s Alexa went through some privacy issues as well as Google Assistant and Android that too went through several privacy breaches and user data exploitation, reported The Verge. Whereas, when it comes to Apple, it has rarely seen into data privacy breaches.