Privacy has long been a value for Apple, hammered by Steve Jobs a decade ago and integrated into Apple software, something that cannot be said for many other technology companies. But the privacy of marketing as a feature of the product can be complicated.
The latest iPhone from Apple addresses this challenge, linking privacy to the iPhone in ways that are most easily recognized – such as the public bathroom label.
The new video conveys the same carefree tone as the other Apple recent iPhone spots. Remember "Did you just bokeh my son?" And his sequel? This time we only see the iPhone briefly at the beginning and at the end, surrounded by the message: "Privacy. This is the iPhone."
So we are shown how we appreciate privacy in everyone's world the days in ways that may not affect digital privacy: no intrusion signs and guard dogs to protect our property, suspend a private conversation or swallow a secret note from a classmate to prevent others from receiving the message and destroy personal information so as not to leave traces of identity thieves.
The most extremely reliable privacy parallel? Closing the bathroom door or perhaps not standing next to that person, when you could have been there instead. If you instinctively or even proactively see yourself in these situations for privacy reasons, Apple's message is that the iPhone also supports the maintenance of your private personal data.
Apple has an entire site dedicated to explaining how it protects apple.com/privacy user data, ranging from end-to-end encryption between senders and recipients of iMessage to Apple's use of Privacy differential and breakdown of user data to make products smarter. We also saw that Apple spent real advertising money on his privacy message at the start of this year at CES 201
"Privacy matters. It should import your life over the phone." Cue the Apple logo has activated the Face ID lock.
Have a look at the new iPhone campaign on YouTube.com/Apple or below: