Looking at the history, Apple never had an official presence at CES. It doesn’t seem surprising looking at the company’s success at hosting and hyping its own product launch events long before the iPod and iPhone brought Apple to the top of the technology mountain.
Apple has also a very unique look to its marketing of products as when you see an Apple billboard ad, they focus on new product close-ups with least messaging.
There’s a giant ad being displayed on the side of a building in Las Vegas, making a quote on the famous quote “what happens in Vegas stays in Vegas” line.
There is nothing wrong with it, except the fact that it has been set up by Apple just in time for the Consumer Electronics Show’s arrival in town, an event that the iPhone maker traditionally pretends isn’t even happening.
Even though Apple never had an actual presence at CES, Apple has always been the invisible elephant in the convention halls, with device and accessory makers committing time and resources to build out the Apple ecosystem.
In recent years, it has been Amazon’s Alexa and Google’s Assistant that have taken over primacy at CES, and now Apple is striking back with an expertly judged troll ad.
Apple’s focus on privacy is nothing new because the company has always said that they don’t use users’ information for commercial purposes or making money from it.
That privacy concern of Apple came into full effect when three years ago Apple refused to help the FBI in unlocking an iPhone that belonged to a suspected terrorist in San Bernardino, CA.
And throughout 2018, new scandals of big tech companies appeared every week which made the government took a major interest in what technology giants like Google are doing with our personal data.