- The 2020 guide to live TV streaming for cord cutters 8 Months Ago
- Popular dating app Growlr just suspended its users 8 Months Ago
- Apple warns coronavirus expected to cause iPhone ‘supply shortages’ Monday 7:59 PM
- Will ‘The Bachelor’ end without an engagement? Monday 7:44 PM
- This ‘Little Women’ scene just became a meme Monday 7:03 PM
- Playable version of Blizzard’s ‘StarCraft: Ghost’ leaks online nearly 15 years after cancelation Monday 6:31 PM
- This Twitter extension can block unsolicited nudes from your inbox Monday 6:01 PM
- Jeffree Star wears cornrows after being accused of cultural appropriation Monday 4:49 PM
- Jeff Bezos says he’ll commit $10 billion to combat climate change Monday 4:18 PM
- A TikTok user went on a mission to turn his urine blue by chugging food coloring Monday 3:55 PM
- YouTuber’s vacation in ‘Bali’ was actually staged at Ikea Monday 3:14 PM
- Video shows liquor store manager calling employee ‘f*cking worthless’ Monday 1:16 PM
- Instagram influencer scams followers out of $1.5 million Monday 12:22 PM
- Why did the Israeli military tweet this thirst trap? Monday 10:43 AM
- Jake Paul wants you to have financial freedom… by paying him a monthly fee Monday 10:40 AM
Spotted last Wednesday in Toronto, Canada, the billboard was erected just outside the headquarters of Sidewalk Labs, Google’s urban innovation organization.
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 black-and-white advertisement includes an iPhone and a message that claims Apple is serious about user privacy.
“We’re in the business of staying out of yours,” the billboard reads. “Privacy. That’s iPhone.”
Launched in 2015, Sidewalk Labs aims to improve every aspect of urban life by transforming cities into “smart cities.” With the help of everything from surveillance cameras to high-tech sensors, Sidewalk Labs hopes to transform a small section of Toronto into the city of the future by utilizing copious amounts of data.
But the initiative has been met with its share of pushback. Although Sidewalk Labs promises not to sell the data it gathers without residents’ consent, Google’s privacy track record has many calling the city a futuristic nightmare.
In a letter to Toronto’s city council, tech critic and U.S. venture capitalist Roger McNamee railed against Google and its “dystopian vision.”
“No matter what Google is offering, the value to Toronto cannot possibly approach the value your city is giving up,” McNamee wrote. “It is a dystopian vision that has no place in a democratic society.”
This is not the first time Apple has relied on real-world advertising to take on its fellow tech giants. In January, Apple placed a similar billboard in Las Vegas ahead of the annual CES trade show.
“What happens on your iPhone stays on your iPhone,” the billboard read at the time.
- The Justice Department is preparing to hit Google with a major antitrust probe
- Hawley urges Apple to offer ‘Do Not Track’ option for users
- New Google feature will let users auto-delete location data
Got five minutes? We’d love to hear from you. Help shape our journalism and be entered to win an Amazon gift card by filling out our 2019 reader survey.
Mikael Thalen is a tech and security reporter based in Seattle, covering social media, data breaches, hackers, and more.