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Home / Technology / Before CES, Apple touts & # 39; what's happening on the iPhone, stays on the iPhone & # 39; with privacy billboard in Las Vegas

Before CES, Apple touts & # 39; what's happening on the iPhone, stays on the iPhone & # 39; with privacy billboard in Las Vegas



CES 2019 is set to kick in Las Vegas this week, and while Apple does not have an official event at the event, this year looks a little different. In front of CES, Apple has strategically placed a massive new privacy-focused billboard in Las Vegas …

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Billboard, first discovered by Engadget's Chris Velazco depicts the back of an iPhone, with Apple that "what's happening on your iPhone stays on the iPhone." Of course, there is an obvious game of "what's happening in Las Vegas, remaining in Las Vegas" slogans, but it also refers to Apple's efforts to protect the user's privacy. Similarly, the ad resembles the design of the sustainability profiles Apple has shown in other countries.

The Billboard also includes a link to the Apple Privacy Web site, which describes the different ways "Apple products are designed to protect your privacy." For example, on that website, Apple explains how the face ID and touch ID data never leaves your device:

For example, the data used to identify you for Touch ID and Face ID is converted to math representations that are encrypted and protected by Secure Enclave on your device where they cannot be accessed by iOS or apps. It is not stored on Apple servers or backed up to iCloud.

CES 2019 will no doubt see a number of new gadgets where privacy is not the major concern of the manufacturer. This includes all types of Alexa and Google Assistant enabled devices. Apple's privacy focus begins to become an important selling point for its devices, and as we argued a few months ago, it's time Apple really started promoting consumers' privacy.

At this point, it is unclear whether Apple has further plans to expand its privacy-centric marketing outside of Las Vegas. Nevertheless, it is noteworthy to see that Apple is trying to take advantage of the technologically key crowd that is going to be in Vegas this week.

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