Apple's New iPhone Ad Compares Digital Privacy to Everyday Life
Apple releases a clever new iPhone commercial that compares digital data protection to relatable offline habits like locking bathroom doors and shredding personal documents.
Apple releases a new iPhone advertisement that tackles the tricky challenge of marketing privacy as a product feature. The video carries the same lighthearted tone as recent iPhone spots, but this time it barely shows the device, choosing instead to focus entirely on the message that privacy is an integral part of the iPhone experience.
The commercial draws clever parallels between everyday offline habits and digital data protection. It shows people engaging in familiar behaviors like locking bathroom doors, shredding personal documents, pausing private conversations, and using no trespassing signs to illustrate how instinctively people already value their personal privacy in the physical world.
This campaign builds on Apple's ongoing effort to distinguish itself from other tech companies by highlighting its security features. The ad reinforces the company's broader privacy messaging, which includes end-to-end encryption, differential privacy, and a prominent billboard at CES 2019 that declared what happens on your iPhone stays on your iPhone.