The message on the side of the Vegas building makes a play on the slogan "What happens in Vegas, stays in Vegas", created by advertising company R&R Partners for the Las Vegas Convention and Visitors Authority.
It's that time of the year when tech companies from around the globe gather in the glam city of Las Vegas to show off their latest gizmos and gadgets.
More than 180,000 tech industry executives, analysts and investors are set to descend on Las Vegas, Nevada, from January 8-11, for CES, the world's largest consumer technology trade show.
The not-so-subtle dig at companies like Amazon and Google, which have an increasingly large presence at CES, highlights a significant point of differentiation for Apple.
The ad takes up more than 10 stories.
Apple spent a lot of time in 2018 taking Facebook and Google to task for their terrible privacy policies.
In brief: While Apple doesn't officially appear at CES, the company has made sure it's a topic of conversation by taking out a giant ad that emphases Cupertino's focus on privacy. "Unlike Google, Apple insists they make money exclusively from selling hardware and software, not from users" personal information. Cook has said that private information "is being weaponized" against consumers with "military efficiency".
CES starts Tuesday and runs through Friday. Amazon and Google are expected to be in attendance.