Apple is trying to differentiate itself from Google's Android devices with this new ad



With Apple dealing with struggling iPhone sales, it has decided to play the privacy card in an attempt to distinguish its handsets from the multitude of Android phones in the marketplace. With phones like the new Samsung Galaxy S10 and Galaxy S10+ getting much of the attention from consumers these days, and mainstream media's fawning over foldable phones, Apple has produced a new 60-second ad that focuses on, yes, privacy.

This has been a hot button issue for Apple CEO Tim Cook. Last year, when Facebook was still in the throes of the Cambridge Analytica scandal, the Apple executive said that Apple would never be in Facebook's position because his company would never make its customers the product. The CEO said in an interview less than a month later that, "Our tact on this is we take a minimum amount of data from customers, only that which we need to provide a great service. Then, we work really hard to protect it with encryption and so forth."

This isn't the first time that Apple has advertised its privacy policy in an attempt to promote the iPhone. You might recall that earlier this year, the company placed a huge billboard on a building in Las Vegas where attendees of the Consumer Electronics Show (CES) could see it (Apple did not have a booth at CES, by the way). Borrowing the city's iconic slogan, the billboard said, "What happens on your iPhone, stays on your iPhone," and included a link to Apple's privacy website.

Privacy is a fundamental human right says Apple


On that page, Apple says that personal information like your heart rate, the news stories you read, the websites visited on your phone and the calls, texts and emails you made stay on your iPhone where only you can access them.


With that in mind, the new ad released today shows a variety of images related to privacy. For example, there are "No Trespassing" signs, a locked file cabinet,  and closed doors with signs that read "Keep Out" and "Do Not Disturb." A couple of bathroom related scenes are shown, including one showing an airplane lavatory door being locked. A student sitting in a classroom eats a note rather than turning it over to the teacher, and a document stamped "Personal Data, Confidential" is shredded. You get the idea. The tag line reads, "If privacy matters in your life, it should matter to the phone your life is on. Privacy. That's iPhone."

Apple says that unlike Google, it doesn't collect users' personal information to sell to advertisers. One technique Apple employs to keep personal data out of the hands of third parties is something it calls Differential Privacy. This entails Apple "scrambling" the personal data belonging to an iOS user and mixing it up with scrambled data belonging to millions of other users. Doing this might reveal certain patterns that Apple can use to make QuickType suggestions, know a user's most popular emoji and more. But it does not help Apple learn specific personal information that it can associate with a particular iOS user.

Assuming that Apple is telling the truth, its privacy policy probably costs it a ton of money from advertisers that Apple hopes to recoup and more via hardware and services sales.

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44 Comments

1. LawnBoy

Posts: 99; Member since: Feb 23, 2019

I'll summarize for Apple. Our products are inferior and our cameras suck but hey we're the most expensive.

7. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

iPhones consistently have one of the top 3 cameras on the market. Your post was just unwarranted hate.

17. worldpeace

Posts: 3092; Member since: Apr 15, 2016

Lets count all smartphones with better camera than iPhone.. (In no particular order) 1. P20 pro 2. Mate 20 Pro 3. Pixel 3 4. Pixel 3 XL 5. S10 6. S10+ .... And, nope, iPhone wont get in top 3.. Mate 30 pro will get released soon, and DxO's score also said that Mi9 have better camera than XsMax

20. mackan84

Posts: 167; Member since: Feb 13, 2014

According to dxomark pixel 3 is like on 10th place. Watch mewhosetheboss comparison on youtube, xs is up there

23. rouyal

Posts: 1564; Member since: Jan 05, 2018

I'll tell you right now the s10 series does not have better cameras.

25. scarface21173

Posts: 631; Member since: Aug 17, 2014

dxomark says it does, who do i believe a youtuber or dxomark, i think you know the answer.

34. mackan84

Posts: 167; Member since: Feb 13, 2014

Because dxomark also says pixel 3 is worse then Xiaomi Mi mix 3. Everybody agrees pixel 3 is the best. Go watch pictures and reviews everywhere instead of believing a company like dxomark

32. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

50 different tests, will yield 50 different results. The iPhones have one of the very best cameras on the market dude.

27. fakenewzz

Posts: 108; Member since: Nov 15, 2018

That coming from someone who always makes negative statements. Hypocrisy on parade again. U suck brutha.

33. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

Mmmmmmk

8. Georgio

Posts: 175; Member since: Nov 21, 2016

You are right about the price! The rest is the other way around!

10. sgodsell

Posts: 6737; Member since: Mar 16, 2013

Apple's iPhones are inferior to Android smartphones these days. Android has all the latest technology's. Including Ultrasonic finger print scanners, time of flight cameras, super low light modes, foldable smartphones with a supported Android OS, and a lot more. You know the real funny thing is Apple use to say that Apple has the best displays, the best cameras, the best specs. They use to say iPhones don't need more than a GB of RAM. Apple use to also say they didn't need more mega pixels. They also said that having a resolution higher than Apple's Retina displays was a waste. For many years now Apple has been playing catch up to Android. If you cannot see or acknowledge that fact. Then you are a blind sheep.

12. sgodsell

Posts: 6737; Member since: Mar 16, 2013

To sum it up, Apple use to play every trick in the book. Apple's last stand is now privacy and security. Even with that Apple is the one company that has shown to the world, that it has had the worst security and privacy breaches around. Apple even has a number of class action lawsuits in regards to privacy and security.

15. Mike88

Posts: 88; Member since: Mar 05, 2019

But you've no idea why people still buy iphones over cheap androids...no one got what iphones got

28. fakenewzz

Posts: 108; Member since: Nov 15, 2018

iPhone has super smooth os and ecosystem but they have been so stagnant and non innovative that they have become the boring grandpa in the room of tech and this is reflected in continued decline in sales worldwide. They are surviving on brand name recognition these days and that can only last but so long before even isheep graze to a different direction.

35. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

Mmmmmmk

16. Vokilam

Posts: 1033; Member since: Mar 15, 2018

Reply to sdgodsel, dude you’re describing several phones - I’m not gonna carry several phones to make “android” superior to iPhone. I had Samsung’s and they have their strength along with android - but iPhones tick the boxes for me a lot more than best of android “Samsung”. You are a mouthpiece for android and it’s appalling.

36. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

If it ticks the boxes for you, carry it. It’s your money you spend bro. There’re things I love and dislike about my Note 9, and Max, but I love having both.

22. Georgio

Posts: 175; Member since: Nov 21, 2016

Apple got the best cameras ,one of the best screens and the most stable os. Face id is better and safer than finger print scanner. You are the only blind sheep here! iPhone did great with only 4 GB of ram. Now go to sleep.

29. fakenewzz

Posts: 108; Member since: Nov 15, 2018

Your argument is moot.

38. Georgio

Posts: 175; Member since: Nov 21, 2016

Where is the innovation in android? I just can't see it! I use a note 8 and an iPhone Xs , both are good for me, also both have pluses and minuses.

37. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

With the iPhone camera, it’s not quality, but features that I’d like to see improve. Like using back and front camera at the same time, just a couple little things. The quality is great though, top notch.

9. Mike88

Posts: 88; Member since: Mar 05, 2019

Have you ever used an iPhone? I was a Samsung user for many years I used to love it over iphones but I found out how bad android is due to their info stealing mission...I still waited for s10 to come and bought an iPhone XS after launch event...I also bought an apple watch series 4... I can't explain how great iphone is over these crap androids.. I am so amazed that I also ordered an iPad pro and apple pencil 2nd Gen....

30. fakenewzz

Posts: 108; Member since: Nov 15, 2018

What is that phrase? “There is a sucker born every minute?”

11. tedkord

Posts: 17093; Member since: Jun 17, 2009

Well, that was just silly.

2. someguy2261

Posts: 243; Member since: Feb 12, 2016

Yea privacy matters that's why you should not trust it to Apple , you call facetime and hear and see what that person is doing without them picking up ,that's Apple's privacy. And it's the most close down code you can't even scrutinize it. So who know what they could be doing. All I say cover your camer when you doing something private if you have an iPhone.

3. Sammy_DEVIL737

Posts: 1504; Member since: Nov 28, 2016

FaceTime bug was fixed with iOS 12.1.4 .

4. veerhardik

Posts: 2; Member since: Feb 23, 2019

Apple is Bulls**t

5. bucknassty

Posts: 1296; Member since: Mar 24, 2017

I'm sure this ad is just reassuring their commitment to privacy.. not sure why you guys think it's a shot a someone else.... they a just advertising something about themselves to make up for their mistakes in the past

6. Man_Utd

Posts: 154; Member since: Feb 03, 2015

It's not about the mistakes... it's how they have an inferior product. Apple knows this. When your sales are bleeding, you need to differentiate yourself from the competition and show why people should stick with Apple. This is that attempt.

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