Apple has used its own YouTube channel to post a new video-based promo. The video, titled “Simple as That,” is part of a larger “Privacy on iPhone” campaign intended to highlight just how important customer privacy is to Apple and how iPhone plays a pivotal role in that.

Rather than being an overly complex commercial featuring Apple’s product, “Simple as That” is, well, a lot simpler in its visual offering, and simply features a top-down flyover of a city, showing the stunning night lights, office buildings, and everything else that you’d expect to see.

A voice-over actor is narrating throughout the whole 69-seconds of the promo discussing the importance of privacy and highlighting just how important privacy and security are for devices like the iPhone:

Right now, there is more private information on your phone than in your home. Think about that. So many details about your life right in your pocket. This makes privacy more important now than ever.

Your location, your messages, your heart rate after a run. These are private things. Personal things. And they should belong to you. Simple as that.

The video finally centers on a woman in her bedroom using an iPhone 11 Pro Max as the voice-over confirms that all personal data stored on the device should belong to that user. And it’s as “simple as that.” It’s very difficult to argue with the message put across in the advert and although it seems extremely simple it’s often something which is either massively overlooked by other companies or something which they simply don’t believe. To a lot of companies, data is king, and personal data is even more valuable.

The video ends with a simple tagline overlaid on the screen: “Privacy. That’s iPhone,” and contains a link to apple.com/privacy for anyone who wants to read more about what privacy means to Apple and how important it is to the company. Whether you love or loathe Apple, it’s very difficult to argue about the company’s commitment to security and privacy and very difficult to argue against the fact that the fruit company genuinely believes that this data should be protected and should belong to you, the user.

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