A monorail train with a Google advertisement passes an Apple sign highlighting privacy issues in Las Vegas on Sunday. Photograph by Robyn Beck / AFP/Getty Images

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LAS VEGAS— Apple isn’t at the Consumer Electronics Show this week, but it’s making a big impression with an eye-catching billboard that goes after the privacy inadequacies of its major rivals.

The multi-story message on the side of a building abutting the Las Vegas Convention Center, or LVCC—“What happens on your iPhone stays on your iPhone.”—is a not-too-subtle dig at Facebook (ticker: FB), Amazon.com (AMZN) and Alphabet’s (GOOGL) Google. Both Amazon and Google have released news about their voice assistants at the sprawling conference.