NEW YORK (CBSNewYork) — New York street artist James De La Vega claims Apple is ripping him off.

The company is using the slogan “You are more powerful than you think” in its successful new advertising campaign for the iPhone 5s.

“It’s their entire campaign — it’s on TV commercials, it’s on social media,” De La Vega, 46, said.

He said he has been using the phrase in his artwork for years. It has also been featured in licensed arrangements with Tory Burch and Amazon.

De La Vega said Apple has yet to give him credit or compensation.

“Apple would never consider stealing, ‘Just Do It’ or ‘I Have A Dream,'” he told 1010 WINS’ Juliet Papa. “The whole idea of someone who has larger distribution power who can steal a great idea from someone else and use it to generate millions is just criminal.”

His lawyer has filed a cease-and-desist letter to Apple.

De La Vega said he would like to see an agreement with Apple that would include the distribution of their products to help educate underprivileged kids in the city.

“There has to be a level of philanthropy in this conversation,” De La Vega said.

1010 WINS is awaiting a response from Apple.

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