It's now officially day one at CES 2019 and while Apple isn't , it's there in spirit, snarking at us from above, looking down on its rivals if you will, via a billboard that's literally haunting the Las Vegas Convention Center.
"What happens on your iPhone, stays on your iPhone".
Ah yes, very good.
At risk of over-explaining the joke, it's a neat twist on the whole "what happens in Vegas" thing, combined with a subtle stab at tech giants who've been a little less responsible with your personal data.
Which was of course a huge talking point in 2018 and seems certain to dominate tech discourse at CES and throughout the year.
Don't mind me, I'm off to check out a smart doorbell thatand could potentially send that data to law enforcement agencies in the event of me becoming a runaway fugitive from the law. The future is now.
CES 2019: Every story so far: See all of CNET's coverage of the year's biggest tech show.
: It's six days of jam-packed events. Here's what to expect.