Privacy. That’s Apple

According to Apple’s declaration in its September 2020 iPhone advert, privacy was paramount for the iPhone. With its ‘Privacy. That’s iPhone’ line, the campaign emphasized that not only that privacy is important to Apple and a key part of its headline product, but that the company wants everyone to know about it. This has now become an integral part of the company’s messaging, and it has become something of a game to count how many times Apple executives mention the topic during an event.

However, to dismiss this approach as a purely business-motivated, PR-drive exercise would be somewhat unfair. There’s a lot more going on, and Apple has put in real, practical, features to give users both