Apple has released a new commercial, about Ellie who discovers her personal data is being sold at auction.
Her emails, her browsing history, geospatial data, her purchases at the pharmacy and her texts to her grandmother, are all up for sale.
The commercial leverages Apple’s reputation for privacy. Apple said: “Apple is built to give you more transparency and control over your information."
The commercial starts with Ellie discovering a secretive world she wasn't previously aware of, where everything she does online is sold as a data set.
Apple believes users should have a choice. So if a company is going to take your email address, and then link that with some other company's dataset, that should be done with the user's permission.
At the end of the ad, Ellie turns on Apple’s Mail Privacy Protection, preventing email senders from learning your information, such as when and how many times you view an email, whether you forward it and your IP address.
And with Apple Pay, Apple doesn’t track what people are buying, so data collectors can’t build a purchase history to serve ads.
And iOS Location Services privacy controls are a powerful way to manage which apps have access.
With Intelligent Tracking Prevention in Safari, trackers are blocked from following across the web. This is on by default.
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