“Privacy. That’s Iphone.” As part of Apple’s latest campaign on privacy follows a man as he goes about his day carrying out various transactions and sees more and more people stalking him with each transaction. Towards the end of the day, the man is overwhelmed as crowds of business representatives flock around him to look into his private life. That’s the narrative Apple portrays as it provides the man with the one tool to free himself: the App Tracking Transparency (ATT) feature. The campaign was created by TBWA/Media Arts Lab and produced by MJZ.

Apple released the new feature back in April as part of its latest iOS update. The move was seen as polarizing with many consumers and marketing professionals welcoming the initiative. Only 4% of users who downloaded the latest update decided to allow app tracking for downloaded apps, whilst a poll carried out by digital experience company Acquia on 500 marketing professionals found that 81% found the feature “very good” or “somewhat good”. However, social media giant Facebook opined against the move stating that the initiative would “change the internet as we know it – for the worst”. Facebook claimed that the new feature would affect the advertising industry as advertisers will find it more difficult to measure success of campaigns and target consumers properly.

Check out the campaign here: https://www.youtube.com/watch?v=2btguTTywi0