Apple has debuted two new billboards in Canada that underline the company's privacy stance, following a similar privacy-focused marketing campaign in Las Vegas during the Consumer Electronics Show back in January.





New Apple billboard outside Sidewalk Toronto HQ: “We’re in the business of staying out of yours.” pic.twitter.com/I24iAxkXzZ — Matt Elliott (@GraphicMatt) 3 July 2019

The new billboards were spotted in Toronto and shared on Twitter by Matt Elliot and Josh McConnell . The first one has been put up right outside of Sidewalk Labs – a Google-owned company – and includes a slogan which reads: "We're in the business of staying out of your business."

The second billboard located in King Street simply reads "Privacy is King."

Oh I get it. It’s because it’s on King Street pic.twitter.com/3s8dCD6xC4 — Josh McConnell (@joshmcconnell) 28 June 2019

This year, Apple has been heavily promoting its privacy focus compared to other tech companies like Google. Apple's Las Vegas billboard , put up ahead of CES 2019 , played on the well-known tourism saying: "What happens in Vegas, stays in Vegas." The sign read, "What happens on your iPhone , stays on your ‌iPhone‌." Apple was reminding the tech industry of its heavy emphasis on privacy, with the billboard offering up a link to Apple's dedicated privacy website

Apple has also made privacy-focused iPhone ads that have been aired on various TV markets globally. For example, one ad starts with the tagline "privacy matters" and then shows a variety of humorous if not slightly awkward situations where people would want their privacy protected in everyday life.

Apple has long said it believes privacy is a "fundamental human right," and as part of that, it aims to minimize its collection of customer data and disassociate it from an individual user when it does.