Apple releases movie-like video for its latest privacy campaign

Apple has taken a Hitchcockian approach to promote its latest privacy campaign.

Apple has recently released a new ad campaign about privacy issues. The video "Flock" is drawing attention thanks to its cinematography, which is inspired by Alfred Hitchcock's 1963 movie “The Birds.”

The main idea behind the video, created by TBWA/Media Arts Lab and directed by Ivan Zacharias, is that in a world of constant surveillance, the iPhone is there to protect its users.

The video shows people in an everyday life setting being watched by birds. The dystopia-inspired plot reveals how these birds, seagulls, and bats are actually cameras in disguise, following smartphone users and watching their every move online.

The movie-like plot is an allegory to a person's safety online, with Apple stating, "Safari. A browser that's actually private" at the end. The company shares that in the world of constant surveillance, users have the right to protect their data, and they can do so with iPhones.

"Your browsing is being watched. Safari helps stop it. Using industry-leading privacy protection technology, including Intelligent Tracking Prevention – Safari protects your privacy," shares Apple via its YouTube channel.

Apple introduced its App Tracking Transparency (ATT) policy in 2021. Under this policy, advertisers must ask users for permission to track them for advertising purposes.