Apple has debuted two new billboards in Canada that underline the company's privacy stance, following a similar privacy-focused marketing campaign in Las Vegas during the Consumer Electronics Show back in January.

apple billboard privacy canada 2


The new billboards were spotted in Toronto and shared on Twitter by Matt Elliot and Josh McConnell. The first one has been put up right outside of Sidewalk Labs – a Google-owned company – and includes a slogan which reads: "We're in the business of staying out of your business."

The second billboard located in King Street simply reads "Privacy is King."

apple billboard privacy canada


This year, Apple has been heavily promoting its privacy focus compared to other tech companies like Google. Apple's Las Vegas billboard, put up ahead of CES 2019, played on the well-known tourism saying: "What happens in Vegas, stays in Vegas." The sign read, "What happens on your iPhone, stays on your ‌iPhone‌." Apple was reminding the tech industry of its heavy emphasis on privacy, with the billboard offering up a link to Apple's dedicated privacy website.

Apple has also made privacy-focused iPhone ads that have been aired on various TV markets globally. For example, one ad starts with the tagline "privacy matters" and then shows a variety of humorous if not slightly awkward situations where people would want their privacy protected in everyday life.

Apple has long said it believes privacy is a "fundamental human right," and as part of that, it aims to minimize its collection of customer data and disassociate it from an individual user when it does.

Top Rated Comments

dominiongamma Avatar
61 months ago
If only they actually did that
Please explain
Score: 12 Votes (Like | Disagree)
Andronicus Avatar
61 months ago
Apple isn’t perfect, but I think they are currently the best when it comes to users privacy.
Score: 11 Votes (Like | Disagree)
jona2125 Avatar
61 months ago
If only they actually did that
Score: 10 Votes (Like | Disagree)
lunarworks Avatar
61 months ago
For those not in the know, Sidewalk Labs is a sister company of Google, under Alphabet, that's been awarded a contract to develop a "smart neighbourhood" on some former industrial lands on the waterfront of Toronto. Many of their ideas are pretty good, I've been to their HQ and seen their mock-ups, but there are extreme privacy concerns over it that have the public very divided on the project.

So, it's a very cheeky place to put up a billboard.
Score: 9 Votes (Like | Disagree)
CarpalMac Avatar
61 months ago
Pretty sure with Apple, Money is King.
Score: 9 Votes (Like | Disagree)
Traverse Avatar
61 months ago
They're far from perfect and though we don't know just what happens behind the scenes, Apple has earned my trust more than most companies. The privacy stance started as a novelty, but given missteps by many other tech companies has become, in my opinion, a major distinguishing feature.

Similarly to how people don't mind subscriptions to make sure the app stays in business, I don't mind paying Apple's prices (usually o_O ) to ensure that my data never becomes a part of their financial portfolio. When products and services are free, you have to recoup the costs somehow.
Score: 5 Votes (Like | Disagree)

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