Apple has erected two new iPhone billboards in Toronto, Canada, promoting the company’s pro-privacy stance. One of the billboard ads has been posted right outside outside of Sidewalk Labs – a Google-owned company – and includes the slogan: “We’re in the business of staying out of your business.”
The stark, black and white billboard campaign follows a similar privacy-focused billboard campaign conducted in Las Vegas during January’s Consumer Electronics Show.
New Apple billboard outside Sidewalk Toronto HQ: “We’re in the business of staying out of yours.” pic.twitter.com/I24iAxkXzZ
— Matt Elliott (@GraphicMatt) July 3, 2019
The second billboard located in King Street reads “Privacy is King.”
Oh I get it. It’s because it’s on King Street pic.twitter.com/3s8dCD6xC4
— Josh McConnell (@joshmcconnell) June 28, 2019
During 2019, Apple has tended to promote its focus on user privacy, when compared to other tech companies, such as Google. Apple’s Las Vegas billboard was a play on the well-known tourism slogan, “What happens in Vegas, stays in Vegas.” The sign read, “What happens on your iPhone, stays on your iPhone.” The billboard offered a link to the Apple privacy website.
In addition to the billboards, Apple has released numerous privacy-focused iPhone TV ads. The Cupertino firm has long said it believes in privacy as a “fundamental human right.” It’s privacy website begins with the following:
At Apple, we believe privacy is a fundamental human right.
And so much of your personal information — information you have a right to keep private — lives on your Apple devices.
Your heart rate after a run. Which news stories you read first. Where you bought your last coffee. What websites you visit. Who you call, email, or message.
Every Apple product is designed from the ground up to protect that information. And to empower you to choose what you share and with whom.
We’ve proved time and again that great experiences don’t have to come at the expense of your privacy and security. Instead, they can support them.