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Apple Trolls Google & Amazon With Billboard at CES

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Apple has trolled Google and Amazon with a new billboard that takes shots at both companies’ privacy issues. The billboard reads “What happens on your iPhone, stays on your iPhone” and is positioned outside the Consumer Electronics Show (CES) tech conference in Las Vegas, right beside a monorail emblazoned with Google ads.

Apple sits out the yearly tech event, but Google, Amazon, and other tech competitors have a strong presence at the conference.

Both Google and Amazon have a less than stellar privacy record. In October last year, Google announced it would be shutting down its Google+ social network after the discovery of a user data leak similar to Facebook’s Cambridge Analytica scandal. Plans to shut down the service were accelerated after a second leak was revealed in December. Amazon, meanwhile, was hit by a major data breach in November.

Apple CEO Tim Cook has called for stricter tech privacy laws amid what he calls a “data industrial complex” and previously battled with the FBI over giving up access to an iPhone owned by the San Bernardino shooter.

Do you trust Apple with your data? Let us know in the comments below.

In other tech news, Elon Musk’s vision of the future looks a lot like the past.

Berlin-based writer and Rihanna enthusiast.

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PUMA Unveils Game-Changing Fit Intelligence Technology

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PUMA today announced its latest footwear technology. Dubbed Fit Intelligence (Fi), it is the successor to AutoDisc, which launched just two years prior.

According to the German sportswear giant Fi “is designed to automate, fine tune, and adjust performance fit for PUMA footwear.”

With Nike building on its auto-lacing technology with the Adapt BB and adidas forging ahead with its accelerated footwear production at its SPEEDFACTORY locations, PUMA looks to bring its own, game-changing technology to market.

The first Fi footwear to launch is a running shoe that employs a micromotor that powers a cable lacing system. Simply gesturing up or down on the forefoot Fi module tightens or loosens the lacing system. Additionally, it comes with a smart sensing capability that adapts to the shape of the foot of each wearer.

Using an app, sneakerheads can monitor, adjust, and fine tune their Fi-equipped footwear.

“We have created a product that speaks to the future of sport which is life in motion. It’s fast and changing all the time,” said Charles Johnson, PUMA’s Global Director of Innovation.

Fi is the latest step in PUMA’s continued attempt to push the boundaries of performance and lifestyle product. In 1968 PUMA debuted the first laceless sports shoe with Velcro™ straps and followed that up in 1991 with the first cable closure, seen on the PUMA Disc.