Apple (AAPL) is launching a new campaign to highlight its privacy and data security offerings for Data Security Day on January 28 and is using some of its power to do so. On Tuesday, the tech giant debuted a new video featuring Ted Lasso’s Nick Mohammed navigating his day using his iPhone.
Titled “A Day in the Life of the Average Person’s Data,” the video is divided into chapters that introduce features such as Mail Privacy, Smart Tracking Prevention, and App Tracking Transparency. It aims to better understand Apple’s privacy. and data security features.
Apple regularly brings up its privacy options, pointing to them as opportunities that other device manufacturers cannot match. This has also drawn criticism from companies such as Meta (META), which have suffered from Apple’s privacy efforts. The social media network specifically blamed App Tracking Transparency for deteriorating its ability to target users, leading to a decline in ad sales.
In addition to the video, which can be viewed on Apple’s homepage, the company announced that it is launching a new Today at Apple program aimed at helping new customers set up and better understand their iPhone’s privacy features. Today at Apple is a series of personal learning events that Apple hosts at various brick-and-mortar stores.
“We created Today at Apple to spark creativity and enable our customers to get the most out of Apple products and features,” Tracey Hannelly, Apple’s senior director of retail and marketing engagement, said in a statement.
“We’re thrilled to offer this new Today at Apple session to help our customers learn more about our industry-leading privacy features as we celebrate Data Privacy Day.”
Apple’s latest privacy-focused ad isn’t as antagonistic as previous ads. In the past, the company has hit everyone from Google (GOOG, GOOGL) to Meta and everything in between with ads designed to make consumers trust Apple as the only company that can keep their data safe.
Apple previously introduced features that explain what apps track data, how often they access that data, and more. While the video and educational session are clearly intended to sell more Apple products, they are not worthless.
Apple is known for battling with authorities in the US and abroad to protect user privacy, even going head-to-head with the Department of Justice when it demanded that Apple create a backdoor to access terrorists’ iPhones.
However, Apple has also been criticized for failing to combat the Chinese government’s requests to block apps on the Apple App Store in China, which allows consumers to access sites blocked by the Communist Party.
For Apple, data security and privacy are as important a product feature as the iPhone’s camera. And so far it’s paying off.
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