AppleInsider Staff
Apple on Friday published the latest ad in its "Privacy on iPhone" series, detailing the treasure trove of personal, sensitive data stored on our mobile devices and subtly suggesting iPhone is the only way to keep that information safe.
Posted to Apple's YouTube channel, the short minute-long spot titled "Privacy on iPhone — Simple as that" is the latest addition to the company's privacy-focused commercial series and the first to feature the new iPhone 11 Pro.
"Right now there is more private information on your phone than in your home," Apple says. "Think about that. So many details about your life right in your pocket. This makes privacy more important now than ever."
The ad runs through examples of stored information, from a user's location to text messages to heart rate data gleaned from Apple Watch and siloed in the Health app. This data, Apple says, belongs to the customer and no one else.
A lingering shot of a woman on her iPhone 11 Pro ends the commercial, implying Apple's devices are the answer to its posed question of consumer data privacy.
Apple launched its privacy focused advertising campaign in March with a fun ad highlighting the hoops people jump through to protect their privacy, from rolling up windows to closing doors. The thrust of Apple's argument is that owners of mobile devices should put the same — if not more — emphasis on protecting digital data.
As a company, Apple consistently touts user privacy as a core institutional belief, one that is built into every product it develops. CEO Tim Cook often refers to privacy as a fundamental human right, a philosophy echoed by other executives in numerous interviews, keynote presentations and press releases.
Malcolm Owen
Oliver Haslam
Andrew O'Hara
Wesley Hilliard
William Gallagher
Christine McKee
12 Comments
...so why do all roads seem to lead to Apple's iCloud servers, and app AI introduced on by default without obvious notice... ?
Instead of an easy 3rd party default S/MIME security certificate email offerings we get emoji, memoji and text message effects that cripple basic functionality, and 'onboard' storage that is difficult or impossible to anonymize or upgrade cost effectively...
Why does remote delete of iPhone data require 'find my iPhone' location tracking? Is this Apple's latent 'cost' to customers for data delete capability by design ?
Even the move away from iTunes central management of apps means extra download bandwidth and apple tracking download data of every app on every device. Apple 1, customers 0?
Is this increasingly the best target for 'the big hack' or a digital trojan horse, ironically vs the web designed in concept for de-concentration of single connection dependence and thus increased security..?
How about a server app with 'mycloud' in house functionality (distributed cloud) without ties to Apple's multinational foreign US 'Patriot Act' jurisdiction servers...?
Damage control by Apple. "What happens on your phone stays on your phone"....until we send it out to a third party contracting company to listen to your conversations with contact and location data shared. Apple still has yet to issue the software patch to opt out of that 'feature'...which they failed to advise consumers they would follow that practice. If you want something private, don't put it on your phone or in the cloud. All Apple has done is prove their hypocrisy when they admitted to sharing conversations with third party, non-Apple employees.