Apple on Thursday launched a television advertising campaign promoting its position on data privacy, seeking to distinguish itself from tech industry rivals such as Alphabet’s Google and Facebook that have become the goal of regulatory scrutiny within the issue.
The ad will be displayed in different countries afterwards, but Apple declined to say whether it would air in China or just how much it was spending on the effort.
The place shows a variety scenarios such as people closing window blinds, doors or shower curtains to seek privacy and says,”If privacy issues in your life, it should matter to the phone your lifetime is on. Privacy. That’s iPhone.”
Apple Chief Executive Tim Cook has frequently talked about the company’s position against the collection of personal data. In particular, Cook has singled out the assembly of profiles of consumers for the purpose of targeting ads – the heart of how Google and Facebook make money.
However, the television area is the very first time the Apple has pushed the issue to customers in a national advertising campaign. Apple’s only past privacy advertisement has been a billboard at the Consumer Electronics Show at Las Vegas in January that stated,”What happens on your own iPhone, stays on your iPhone.”
Apple’s effort comes as large technology businesses are under unprecedented scrutiny of the information privacy practices. Google and Facebook have drawn consumer lawsuits and inquiries from lawmakers.
Both companies have said they are making changes to boost user privacy. Last week, Facebook founder Mark Zuckerberg reported the company plans to reestablish more of the discussions happening on its own messaging solutions, which could limit Facebook’s visibility to these conversations.
Apple’s main rival is Google, making the Android operating system that powers most of the world’s cellular phones. Google this week said it’s working on privacy improvements for Android, like locking down access to a cellphone’s camera and mic.
For its part, Apple is attempting to convince consumers that it can provide competitive features, such as customised news viewing lists, without Apple seeing their information.
Apple’s phones do gather data on customers, but the company has stated that it cannot view that info because it stays encrypted with a personal postcode on the user’s device or has identifying information stripped off prior to being sent to Apple.