Apple touts privacy of data in a TV ad campaign

(Reuters) – Apple Inc on Thursday launched a television advertising campaign to promote the attitudes on the privacy of data, aiming to distinguish themselves from the tech-industry rivals such as Alphabet Inc, Google and Facebook Inc., that have become the target of a legal control over the matter.

Apple company logos be seen as two MacBooks are next to each other in an office in Vienna, Austria January 3, 2019. REUTERS/Leonhard Foeger

The 45-second commercial will begin airing on the AMERICAN TV stations Thursday and run through the National Collegiate Athletic Association’s annual “March Madness” basketball tournament, which attracts millions of viewers, Apple said.

The ad will be shown in other countries later, but Apple refused to say whether it would air in China or how much it was spending on the campaign.

The spot shows a number of situations, such as people closing of shutters, doors or shower curtains to search privacy and says, “As privacy is important in your life, the question on the phone your life. Privacy. That is the iPhone.”

Apple Chief Executive Tim Cook has often spoken about the position of the company against the collection of personal data. In particular, Cooking is a single of the mounting of the profiles of consumers for the purpose of targeting ads, the very heart of how Google and Facebook earn money.

But the tv spot is the first time that the Apple is pressed, the question to consumers in a national campaign. Apple’s only previous privacy ad was a billboard at the Consumer Electronics Show in Las Vegas in January that said: “What happens on your iPhone stays on your iPhone.”

Apple’s campaign comes as big technology companies are under unprecedented control of their data privacy policy. Google and Facebook have drawn consumer lawsuits and inquiries from lawmakers.

Both companies have said that they make changes to boost privacy of the user. Last week, Facebook founder Mark Zuckerberg said that the company plans to encrypt more of the conversations happening on the messaging services, which could limit Facebook visibility in those conversations.

Apple’s primary rival, Google, which makes the Android operating system that powers most mobile phones in the world. Google this week said that working on privacy improvements to Android, such as the locking of the access to a camera and microphone.

For its part, Apple is trying to persuade consumers that it can provide a competitive features, such as custom news, to read lists, without Apple the view of their data.

Apple phones do collect data about the consumers, but the company has said that it can’t display that data because it is encrypted with a personal zip code on the user’s device or identifiable information removed before it is sent to Apple.

Reporting by Stephen Nellis; Editing by Tom Brown

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