Apple have released this new ‘Privacy on iPhone’ advert titled “Simple as that” which highlights just how much private information is stored on our iPhones.
A female voice-over claims that “Right now there is more private information on your phone than in your home.” The dark commercial features some stunning night-time imagery of a city skyscrapers as the voice-over goes on to list all the varying types of private information can be stored on devices. Viewers are able to look in through the windows of rooms while people go about their everyday lives as the camera ‘flies’ around the buildings. A perfect metaphor for the privacy issue. Apple says that privacy should be simple and straightforward. We believe your privacy should never be something you have to question. It should be simple, straightforward, and understood. The ad features a girl using the Apple iPhone Pro.
The music in the advert
Music: An Ending. A Beginning | Artist : Dustin O’Halloran
The piano music in the Privacy on iPhone is taken from a song called ‘An Ending. A Beginning’ by American pianist and composer Duston O’Halloran. The song was released in 2012 as part of his EP ‘Transcendentalism’. This music also featured on a recent advertising campaign by the Royal British Legion.