In an uncharacteristic move, Apple plastered a pithy ad touting the tenets of iPhone privacy on the side of a SpringHill Suites by Marriott hotel. The facility overlooks the Las Vegas Convention Center, where throngs of tech industry insiders will gather to network, take in keynote presentations and preview the latest and greatest gadgets. 

Spotted by Engadget reporter Chris Velazco on Friday, the black-and-white (but mostly black) ad reads, "What happens on your iPhone, stays on your iPhone." The line, a sendup of Las Vegas' own marketing catchphrase "What happens in Vegas, stays in Vegas," is accompanied by a line drawing of an iPhone XS and the address of Apple's privacy webpage.

The billboard's location — standing tall over the heart of CES — is likely not a coincidence. Attendees will undoubtedly see the sign on their way to or from the event floor, where companies with less scrupulous privacy policies are set to show off their latest wares.