One week into 2019, and Apple just plugged the news gap with a series of major announcements that put it at the center of a trade show event it doesn’t even exhibit at: CES 2019.

What stays on iPhone

The first warning that 2019 won’t be like every other Consumer Electronics Show came when Twitter was set ablaze with news of Apple’s well-targeted attack ad on the outskirts of the show.

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The ad — a huge 13-story black billboard — is emblazoned with the slogan:

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