Apple displayed a message for Amazon and Google and plastered it on the side of a hotel at the biggest tech conference of the year

Apple decided to post a huge advertisement on the side of a hotel that overlooks the Las Vegas Convention Center, the same place where the rivals Google and Amazon were are set to have a huge presence at this year’s CES.

The message managed to take up about 13 floors of building, with the exact words; “What happens on your iPhone, stays on your iPhone” it also had the URL to Apple’s privacy website.

Now, while Apple’s ad seems to focus specifically on phones, it is rumored to really be a broader message about the companies it competes with in the multiple industries.

Apple’s message is very clear, they are not trying to sell your data, but Amazon and Google use your data—even when it seems anonymous—those companies still try to sell you stuff.

We expect Amazon and Google to have a lot to show at CES. As partners of both companies, from Television to appliance makers, will unveil the gadgets with Amazon Alexa and Google Assistant built-in. Google also allegedly said it tripled the size of its presence at CES from last year.

Apple might also be playing on the defense side, though. Its HomePod is not as popular as the Google Home or Amazon Echo. November data from research firm Canalys has Amazon and Google with 31.9 % and 29.8 % share the smart speaker market, respectively, while Apple is still not included as a big player.