Apple unveiled a new TV advertisement campaign to highlight the tech giant's data privacy initiatives, according to Reuters.
The 45-second commercial features various scene snippets of people searching for privacy by closing doors, locking windows or pausing conversations when someone could overhear. Apple then wraps up the TV spot with the words, "If privacy matters in your life, it should matter to the phone your life is on. Privacy. That's iPhone."
Apple's new campaign comes after fellow tech giant's Facebook and Google's previous scrutiny for invading users' privacy. Facebook, which recently announced plans to shift to a more "privacy-focused" network, has faced criticism for leaking health information of users in some private and public Facebook groups, and Google's parent Alphabet faced criticism last November over privacy concerns after the company announced plans to consolidate its artificial intelligence arm, DeepMind, with Google's new health unit.
As for Apple, the company's phones do collect data on consumers, but the tech giant said it encrypts that data with a personal code on the user's device. Doing so restricts Apple from viewing any identifying information on the device, according to Reuters.