♪
[ALARM CLOCK RINGING]
[NICK YAWNS]
Apple Specialist: Every day, people go about
their daily lives unaware their data
is harvested and used to track them.
But now, they have a choice.
Nick Mohammed: Who are you?
Apple Specialist: Because with iPhone,
privacy is built in from the beginning.
And to help illustrate the point clearly,
we're going to take a look at a day
in the life of an average person's data.
Nick: Woah! Wow, sorry. What do you mean by average?
Sorry, can I just check,
how tied to that as a concept are we?
[LOUD SLAM]
It's the title of the whole piece.
Great. Great. Good. Good.
Well, um, join me, Nick Mohammed, uh,
as he embarks... on a very “average” day,
going to a really “average” film
set to do some very “average” filming.
Apple Specialist: Seems like we're heading out.
If there's a particular Privacy feature
you want to learn more about,
use the chapters below to skip ahead.
Alright, let's get going.
♪ Light piano music playing ♪
Apple Specialist: Email marketers love
following your email activity.
Nick: Well, it's certainly...
not the first time I've been followed!
Just wait a second. This guy...
It's fine. Go for it.
Apple Specialist: Right, well, email marketers can see
if you've opened their emails.
Even the location where you're likely to read them.
But with Mail Privacy Protection,
your IP address will be hidden,
which makes it harder for email marketers
to follow the patterns of where
and when you receive emails.
Nick: Oh. Okay. [PHONE CHIMING]
Oh. Look at that!
Oh...
Yeah, no one wants to see that. Did you?...
You didn't see that. No?... okay.
Should we go for a coffee? Yeah, yeah, yeah, yeah.
[COFFEE MACHINE STEAMING]
Apple Specialist: You know, you can still be tracked
when it comes to online browsing.
Nick: Ah...which is
why I never usually do it. Just going to delete that.
Apple Specialist: Well, when you're browsing with Safari,
Intelligent Tracking Prevention
is automatically at work to protect you
from being followed from site to site by trackers.
Nick: Sounds like magic.
Apple Specialist: It uses on-device machine learning,
making it even harder for data companies to identify you.
Nick: Love it!
Apple Specialist: It's on by default,
but to double check,
open Settings and select Safari to see
Prevent Cross-Site Tracking is still switched on.
Nick: Oh. That's good!
Barista: Order for Macbeth.
Nick: Oh, yeah. Thank you.
That's...uh... that's actually for me.
Apple Specialist: You're Macbeth?
Nick: You gotta throw off those trackers, right?
Barista: Sorry, what was that?
Nick: Oh, I was trying to give like a fake name
so like a strong literary or fictional...
Barista: Susan!
Nick: Susan! Coffee's ready! We should go... Okay...
Are you Susan?..No
♪ Upbeat piano music playing ♪
Nick: And if I don't see
those tickets, I'm gonna throw you off the plane!
Was that natural?
Stylist: Mhm.
Nick: Are we rolling? Oh, um.
Hello...uh, well, here we are,
having a very “average” day today.
Just getting styled for a very juicy scene in a TV show...
Oh! What's this?
Apple Specialist: Of course, apps have the ability
to understand your activity while using their app,
but they can also follow your behaviour outside of that app.
This is what makes your data so valuable.
Nick: Obviously I wasn't really paying any attention
to what you were just saying,
I was doing something a lot more important,
but did you just say that my apps are trying to track
what I'm doing on other apps?
Apple Specialist: Don't worry, App Tracking Transparency
helps you control
who tracks your information and who doesn't.
Just tap, Ask App Not to Track. Simple.
Nick: Ah!
PA: Hey mate, um, your scene's been cut,
so you're good to go.
Nick: What do...
what do you mean...cut?
PA: Like...the scene that you were about to do,
it's not in the show...
Nick: Which scene? The scene that I'm in or the scene...
PA: Yeah. Sorry, 2 seconds. Hi.
Director: Is he gone? PA: Yeah. I'm with him now.
Director: We need the trailer.
PA: Yeah yeah yeah... no worries.
Nick: But I worked on the voice.
PA: Okay...Pull the generator, thank you.
Nick: I'm so sorry, I don't know your name.
But is there any chance that you could...
Okay, what we should do...
Should we just say that this was planned
as like an “intended analogy” for App Tracking Transparency?
So, I'm the data.
Apple Specialist: Mhm.
Nick: The lights going off is the feature.
And that now you can't really see me... the data.
Stylist: Yeah, I'm gonna go.
[CASH REGISTER RINGING]
♪ Suspenseful Music ♪
Nick: Ugh, I just want to clear my head and buy stuff.
[LAUGHS]
Do you mind just um, keeping an eye out.
There's a couple of items that I want to get
that I want to keep on the low down.
Just don't want everyone staring.
Apple Specialist: I get it.
We all have purchases we don't want people to see.
Nick: Sure. Um, hi. Excuse me.
Are they um, are those those t-shirts
that make it look as if you've got a six-pack?
I think they're usually for people
who don't have a six-pack but want to make it look like
they do, but obviously in my case
its because my six pack is so pronounced,
I'm just looking for something to kind of tone it down.
Shopper: Um, I don't work here.
Nick: Ah.
Shopper: Good luck?
Employee: If you're looking for muscle padding
and specialist clothing it's right here.
Nick: Thank you. Yeah. It's not for me.
It's not for me. It's for, um, a friend.
We just happen to be exactly the same size and shape.
Apple Specialist: [LAUGHS] Nick, don't worry.
When you pay for that with Apple Pay,
Apple won't store the transaction information,
or your credit or debit card numbers.
So Apple doesn't keep tabs on what you bought,
where you bought it, or how much it cost.
Nick: Or - crucially - whether you're buying it
for a friend who just so happens...
to be exactly the same size and shape.
Apple Specialist: Is it you?
♪ Upbeat Piano Music ♪
Apple Specialist: So, as you can see from my man
Nick here, there are lots of ways
that these companies can track, sell,
and profit off your data, but with iPhone,
you get innovative technologies and protections
to help you control what information you share
and what information you don't.
Nick: Yeah. And frankly, I'm just delighted
that you got to spend the day
with somebody who's clearly not average,
but actually really quite clever,
well read, photogenic, and more famous than the moon.
Apple Specialist: Sure thing.
Hopefully getting real life examples from somebody
who's “more famous than the moon”...
Nick: Don't do that...
Apple Specialist: has shown you a few ways
to protect your privacy while still enjoying
everything that makes iPhone great.
Nick: Hello.
Hostess: Name?
Nick: Really? You don't...
After all that? You...
Apple Specialist: I'm gonna go help him out.
Thanks for watching.
Restaurant Guest: Is that Nick Mohammed?
Nick: I can't go anywhere these days!
[LOCK CLICKS SHUT]