Apple has long touted its security features as a selling point and the iPhone-maker has doubled down on the strategy in its latest out-of-home campaign.
A series of billboards have popped up in around the world shining the light on Apple’s security-first approach.
In Toronto, two signs appeared with the catchcries “We’re in the business of staying out of your business” and “Privacy is King” (which was appropriately erected on King St).
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 placement of the billboard near the Sidewalk Labs (pictured above) is no coincidence – Sidewalk Labs is Google’s sister company, currently working on developing a next-generation automated urban living precinct in the area.
It’s not the first time Apple has used a billboard to troll a rival tech company.
In January, the company displayed a 13-story tall sign in Las Vegas displaying “What happens on your iPhone, stays on your iPhone”, with the URL to Apple’s privacy website, ahead of the Consumer Electronics Show (CES), where the likes of Amazon and Google were all exhibiting.
A similar sign also appeared at a port in Hamburg Germany in just last week, which can be translated to “The Gateway to the world. Not your information”.
— iPhone News (@iPhone_News) July 25, 2019
It’s all part of the company’s ‘Privacy. That’s iPhone’ campaign which kicked off earlier this year, featuring the tagline “if privacy matters in your life, it should matter to the phone your life is on”.
But does Apple actually walk the talk when it comes to user security?
The company has recently been caught up in a Siri ‘eavesdropping’ controversy.
In a report published by The Guardian, a former Apple contractor revealed staff regularly hear confidential medical information, drug deals, and recordings of couples having sex from Apple’s virtual assistant Siri as part of ‘quality control’.
One social media user suggested Apple amend the Vegas sign.
I saw a new Apple billboard this morning. pic.twitter.com/DelesaHXMj
— PaterFamilias (@paterfamilias) July 27, 2019