Privateness has all the time been a giant a part of Apple’s advertising and marketing pitch, and the corporate is bringing that time residence as soon as once more in its newest iPhone advert, which boldly declares “Privateness. That’s iPhone,” through MacRumors.

“If privateness issues in your life, it ought to matter to the cellphone your life is on,” says the industrial, because it flips by way of a variety of privacy-related eventualities, together with “hold out” indicators, folks avoiding eavesdroppers at diners, window locks, curtains, and padlocks.

It’s an identical method to the huge billboard that Apple purchased at CES 2019 earlier this yr, declaring “What occurs in your iPhone, stays in your iPhone,” in a veiled shot at opponents like Google that had been presenting simply throughout the road.

In fact, there’s additionally the timing of Apple’s new privacy-focused advert push to contemplate — only a few weeks after the information broke of an enormous FaceTime bug that might permit anybody to eavesdrop on calls made by way of Apple’s platform. The incident has since been patched, nevertheless it was undeniably a black eye for the corporate, one which Apple appears keen to place behind it with this new marketing campaign that appears to strengthen that privateness remains to be a giant precedence.

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