Apple: Data Auction by Apple

One year on from announcing its AppTrackingTransparency (ATT) features, Apple is doubling down on its iPhone privacy controls with its latest ad detailing some of its features that can help keep your personal data safer.

‘Data Auction’ sees a young woman named Ellie attend an auction at the back of a record store, where she watches her own information sold off to the highest bidders. From her ‘wonderfully personal’ emails to her drug store purchases to all her phone contacts, nothing is off-limits.

The short film concludes with Ellie deciding to turn on the ‘ask app not to track’ features, and those attending the auction house begin to disappear into thin air.