] This Apple flex has it all: razor white, perfect comedic timing, and staggering levels of pettiness.
The Consumer Electronics Show kicks off on Jan. 8, which means that just about every major and minor interest in the tech world is converging on Las Vegas for the annual trade show. Apple is forever a CES no-show, but this year the company offers a special surprise for attendees – and, seemingly, for Amazon and Google in particular.
It's a public pro-Apple / anti-piracy ad plastered across one entire side of a Vegas hotel. The ad co-ops a popular Vegas ism – "What happens in Vegas, stays in Vegas!" – to make a point in terms that any CES can understand.
That's not just any hotel, either. This particular SpringHill Suites by Mariott is situated right next to the Las Vegas Convention Center, the nerve center of CES festivities.
Apple doesn't ever know CES, but the company spent a lot of money on it. secure premium ad placement for what we can only assume is the length of the show. The ad also happens to troll every major Apple competitor at CES.
That's because it's true: Apple devices rarely suffer from privacy-related hiccups. You may pay more for an iOS or MacOS device, but you can at least be certain that your personal information – in whatever form that takes – is secure.
Competitors like Google (with Android and Google Assistant) and Amazon (with Alexa), on the other hand, have had shortage of difficulties preserving user privacy in recent times.
Last October, we learned that Google tried to hide a Google+ bug from 2015 that exposed the personal data of 500,000 users. In December, Amazon accidentally sent audio file recordings of one user's Alexa commands to a completely different customer. These are just examples; 2018 especially was with reports of privacy-related screw-ups.
None of this is to say that Apple is perfectly pro-consumer. This very weekend, the company is the news when it continues to hand-wave customer concerns about iPad Pros as a natural product of the tablet's manufacturing process.
This ad though? Perfect. Whether or not you like Apple, you have to appreciate the unshakable chutzpah about spending a boatload of marketing dollars on trolling competitors at an event that Apple is frankly too big and too capable of owning its own news cycle to attend