Our phones have access to more private information than our homes, every little detail about our lives in this pocket-sized device. This is why Apple takes Privacy so seriously and designed the iPhone to be a figurative shield against the dark side of data.

We brought this ethos to life for our Privacy OOH campaign by creating a literal shield out of the iPhone. The creative shows a diverse range of subjects holding the iPhone to their face to guard their identity from view. Again, Apple’s message is clear—by letting the world know with a simple yet iconic visual that Apple believes Privacy is a fundamental human right and should be protected above all else.

Our ongoing investment in the iconic iPhone privacy visual has played a critical role in shaping long-term perceptions of iPhone’s privacy credentials.

An American survey released months after the campaign showed “nearly half of Android users are considering switching to iPhone over security and privacy concerns” (Beyond Identity Survey, USA) https://9to5mac.com/2022/08/16/android-users-consider-switching-iphone/