Consumer Electronics Show is a yearly technology event where hundreds of tech companies come to showcase new products and tech that they have been working on. Despite this, the company has clearly made itself known this year with a large billboard ad placed right next to the Las Vegas Convention Center, where CES is taking place.
The big story this year is just how much tech companies are partnering with each other.
Monorain cars with the lettering "Hey Google" - the alarm word for the Internet company's language assistant - drive past an Apple banner advertising the protection of privacy on the iPhone.
But it was Facebook that took the biscuit in April when a whistle-blower revealed slippery CEO Mark Zuckerberg had allowed a political consultancy firm to harvest the personal data of more than 80 million people's profiles.
Apple does not have an official presence at CES this year, where Google takes up a sizable footprint, tripling its size from last year, CNBC reported. "Unlike Google, Apple insists they make money exclusively from selling hardware and software, not from users" personal information. However, following a rough patch that's slashed more than $300 billion in market value in two months, Apple is using this week's CES conference to make a bold statement in a rather uniquely Apple fashion.
CES is scheduled to begin on Tuesday.