Apple continues its “Privacy on iPhone” campaign with a new installment, promoting the App Tracking Transparency, which lets you control which apps are allowed to track your activity across other companies’ apps and websites.
The spot opens with an iPhone user named Felix who buys a coffee in a coffee shop and is followed by the barista, who it turns out he knows not only his name, but also his date of birth. As he goes about his day, a diverse cast of other professionals, including a ridesharing driver, a delivery guy, who’s tracking his current location, bank officers who have access to his information, start chasing him. Felix ends up, thus, with a huge crowd of people behind him, who listen to everything he says, taking notes, and watch his every move. At the end of the day, they all get into his house and start looking through his items.
“Choose who tracks your information and who doesn’t” an onscreen line reads at the end of the commercial, which sees Felix using the Tracking Transparency app to control which apps are allowed to track his activity across other apps and website. Informed that the respective app can track his data and sell it to other companies, he makes the necessary settings and, as a result, all his uninvited guests soon vanish.
Serving as soundtrack is “Mind Your Own Business” by Delta 5.