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Apple has once again taken a shot at Google with a giant billboard next to its rival's smart neighbourhood reading 'we're in the business of staying out of yours'.
The firm placed the advert, which also says 'Privacy. That's iPhone', next to Alphabet's Sidewalk Labs in Toronto, Canada.
Time - Firm - Dig - Rivals - Billboard
It is not the first time the firm has made thinly-veiled dig at its rivals, with a similar billboard appearing at CES in Las Vegas earlier this year.
This one read 'What happens on your iPhone, stays on your iPhone'.
Sidewalk - Labs - Stretch - Toronto - Waterfront
Sidewalk Labs hope to revitalise a run-down stretch of Toronto's waterfront, with self-driving taxis, pavements that automatically melt away snow and traffic lights that track pedestrian movements.
The development would collect huge amounts of data on various aspects of city life, such as air quality and the frequency of park bench usage, in order to make the area more liveable and has drawn widespread criticism.
Plans - Resistance - Lawsuit - Canadian - Civil
But the plans have been hit with resistance, including a lawsuit by the Canadian Civil Liberties Association, who want the project halted over concerns of 'surveillance capitalism'.
The iPhone advert, which was spotted by CTV News Toronto, is a clear dig at the firm over privacy concerns. It is not known when the billboard went up.
Year - Apple - Dig - Firms - Billboard
Earlier this year, Apple took a dig at other tech firms with a billboard overlooking the Las Vegas Convention Centre, where the Consumer Electronics Show is held.
The billboard played on the iconic slogan 'What happens in Vegas, stays in Vegas', reading: 'What happens on your iPhone, stays on your iPhone'.
Slogan - Outline - IPhone - XS
Next to the slogan was an outline of an iPhone XS and...
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