The best way to bring people to light on a deeply dry topic is through humor, at least that’s the assumption Apple makes in its new four-part data privacy video series starring Ted Lasso’s Nick Mohammed.
Released today as part of a multi-pronged effort to highlight Data Privacy Day (January 28), the week leading up to it, and all the data privacy tools iPhone users may or may not use, the video highlights Four core iPhone data privacy features.
In the video “A Day in the Life of Everyman’s Data,” Muhammad plays a higher version of himself, someone who cares too much about his fame and notoriety but is everywhere belittled. It mainly provides a brief introduction to email privacy protection, intelligent tracking prevention, Apple tracking transparency, and tools such as Wallet and Apple Pay.
More serious guidance will be provided by new Today at Apple live sessions.
Beginning January 28, Apple will present its first Today at Apple session dedicated to data privacy: “Take Charge of Privacy on iPhone.”Starting today (January 24), you can access Apple.com/privacy or Today at Apple page on Apple.com (opens in a new tab).
For video and live meetings, there are no new Apple data privacy features to tout. All of these are now available in iOS 16. Topics the session will cover include:
- passwords and keys
- App Tracking Transparency
- Security check
- location service
- Email Privacy Protection
- App Privacy Report
In other words, you’ll learn more about keeping your mobile information private with Today at Apple than you can with Nick Mohammed.
The four-part (excluding intro and outro) video will be featured on Apple.com, social media and youtube (opens in a new tab). While you may already use features like Smart Tracking Prevention, you might still laugh at the sight of Muhammad repeatedly embarrassing himself. It’s a far cry from where his character, Nathan Shelley, is going in the upcoming Ted Lasso season 3 (which will appear on Apple TV Plus, naturally), and he’s now taking on Lasso as the rival team’s new manager.
While Apple’s appropriation of Data Privacy Day (initiated in Europe in 2007 and adopted in the US in 2009) may seem selfish, Apple’s data protection tools have had a major impact on the way many mobile, technology and social media businesses operate .
Several companies, including Facebook (Meta) and Twitter, have noticed the detrimental effects of Apple Tracking Transparency on their businesses, including possible cost them billions of dollars (opens in a new tab) in advertising revenue.
Since Apple doesn’t sell ads on its consumer devices or share any data it stores (and encrypts) for consumers, Apple can do things Google can’t. The latter’s business is built almost entirely on user data and advertising.
It makes sense for Apple to celebrate this week, while other tech companies may take a more low-key or even silent approach.
The real question, though, is how much do you know about the privacy tools on Apple’s best iPhone, or even its best smartphone? If you’re not happy with how your data is being managed, it might be time for a replacement.
