Apple's new iPhone announcement puts privacy front and center once again #iphone #security
Apple has been promoting its commitment to privacy for years, and its latest iPhone ad is focused on bringing that point home.
The advertisement titled "Over Sharing" which was shown on Apple's official YouTube channel Thursday begins with a man shouting on a bus full of people that he "browsed eight divorce lawyer websites today." It also features a woman providing her login information to strangers at the movies, two co-workers screaming in their private conversations across the room, a man screaming at his heart rate while walking hard, and finally a woman shouting her credit card details through a loudspeaker in the park.
The company said each of the examples aims to highlight a different service from Apple and the privacy protection systems it offers, including Safari, Apple Maps, Apple Pay and iMessage.
The ad ends with a text that says, "Some things shouldn't be shared. iPhone helps keep them that way."
Apple has emphasized its dedication to privacy as a marketing move in recent years, with CEO Tim Cook repeatedly calling for privacy as a fundamental human right. Cook also told CNN that he wants governments around the world to restrict the amount of data companies can collect from their customers.
The famous company turned down requests from the FBI and the US Department of Justice to help unlock iPhones believed to be used by mass shooters by installing a "tailgate". Earlier this year, it officially appeared at the world's largest tech conference, CES, for the first time in nearly three decades to preach on privacy, and recently released updates to privacy-focused software that limited the potential for iPhone advertising on Facebook.
But that doesn't mean that Apple has not encountered privacy issues.
Last year, the company apologized for letting contractors listen to commands that users gave to its voice assistant, Siri, without letting users know that it was doing so. The company pledged to make changes, including requiring users to subscribe to their human reviewers having their recordings heard, rather than making this the default.
It has also faced its share of security vulnerabilities with the iPhone. For example, with the release of iOS 13, last September, contact details stored in iPhones were exposed without the need for a passcode or biological identification.
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