Privacy is a fundamental human right and one of Apple’s core values.

Since 2019, the company has been increasingly vocal about its POV on privacy—seeking to hold the tech industry to account while also showcasing the wide-ranging privacy innovations built into their devices and services.

This organic film is a stand-alone piece, created to support the release of App Tracking Transparency. App Tracking Transparency is the latest game changing privacy feature from Apple that lets iPhone owners control which apps are allowed to track their activity across other companies' apps and websites. The release of App Tracking Transparency is a significant innovation in the privacy space, giving people a new level of control and choice over how their data is tracked and used.

Goal was to help the world better understand the rationale for App Tracking Transparency by first helping them understand the issue it is responding to. But unfortunately the issue of privacy and the data collection industry is a hugely complex topic with lots of information to digest.

Our approach was simple: deliver the truth about what happens to your data and how App Tracking Transparency is designed to give you control. And do so in the most digestible, entertaining way possible— a film.

This is Apple at its best. A simple, elegant film that makes a highly complex topic, simple and easy to digest.

It’s also the first time a tech company has gone out of its way to lift the lid on the data economy in an easy-to-understand way. While some tech players have tried to deflect or gloss over these realities, The Prompt gives the viewer all the facts and puts the choice in their hands on how they want to respond.

The Prompt had strong organic retention and press pick up. To date, the film has had over 2.4 million views, roughly totaling 42.3k hours of watch time, the film resonated on a mass scale. The film was also featured in over 377 news and press outlets following its launch, including being featured heavily in Trevor Noah's The Daily Show.