Apple's 'There's More to iPhone' campaign highlights environmental and data protection fea...
Apple has rolled out an advertising campaign titled "There's more to iPhone" to the United Kingdom and France, with a trio of videos and a corporate microsite highlighting how Apple and the iPhone handles and protects a user's data, recycles devices, and offers software improvements that even help older models go faster.
Continuing a campaign that started last year in Germany, the campaign aims to frame the iPhone and Apple itself as a responsible device and company with regards to the environment and its users. The regional British and French microsite offers the same talking points and animations, promoting Apple's ethical approach to device management and production.
On the data protection side, the site boasts about how Apple believes data privacy is a "fundamental human right," that it would never sell a user's data, as well the ability for Safari's Intelligent Tracking Prevention to limit advertising tracking. It also offers more technically-minded highlights, such as Face ID storing a mathematical value created by the features of the user's face that is impossible to recreate a likeness from, the fragmenting of Apple Maps data, encryption of FaceTime calls, and the ability to remotely lock and erase an iPhone.
In terms of the environment, Apple highlights how Apple Stores take old smartphones and recycle them for free, with materials recovered for reuse and resulting in fewer resources needed to be mined from the ground. Daisy, Apple's iPhone dismantling robot, is also given a shoutout, along with revealing that Apple achieved a Zero Waste to Landfill certification for all iPhone final assembly lines worldwide in 2017.
The three videos published to the Apple UK YouTube channel on Friday are brief and restate the talking points relating to remote erasure, data protection and the disassembly robot. Each also points users towards the regional microsite for more information.
While the campaign has appeared in just three countries so far, it is likely that Apple will make more versions for other markets in the near future, including a version for North America.
Continuing a campaign that started last year in Germany, the campaign aims to frame the iPhone and Apple itself as a responsible device and company with regards to the environment and its users. The regional British and French microsite offers the same talking points and animations, promoting Apple's ethical approach to device management and production.
On the data protection side, the site boasts about how Apple believes data privacy is a "fundamental human right," that it would never sell a user's data, as well the ability for Safari's Intelligent Tracking Prevention to limit advertising tracking. It also offers more technically-minded highlights, such as Face ID storing a mathematical value created by the features of the user's face that is impossible to recreate a likeness from, the fragmenting of Apple Maps data, encryption of FaceTime calls, and the ability to remotely lock and erase an iPhone.
In terms of the environment, Apple highlights how Apple Stores take old smartphones and recycle them for free, with materials recovered for reuse and resulting in fewer resources needed to be mined from the ground. Daisy, Apple's iPhone dismantling robot, is also given a shoutout, along with revealing that Apple achieved a Zero Waste to Landfill certification for all iPhone final assembly lines worldwide in 2017.
The three videos published to the Apple UK YouTube channel on Friday are brief and restate the talking points relating to remote erasure, data protection and the disassembly robot. Each also points users towards the regional microsite for more information.
While the campaign has appeared in just three countries so far, it is likely that Apple will make more versions for other markets in the near future, including a version for North America.
Comments
Claims such as 'recycling for free' will almost certainly be picked up on. When I was working on WEEE drafts years ago, it was very clear that the cost of recycling was factored into the purchase price. I have seen nothing to indicate that that ever changed.
Likewise, Apple isn't even taking back anything out of any different approach to any other manufacturer. On the one hand it cannot refuse to take back the product and on the other, it desperately wants them back to extract rare earth elements from them.
So the iPhone was insecure 2 out of 52 weeks in a year (that we know of: who knows when a teenager will find the next exploit before apple
does). I don’t like those odds. Apple QC has missed the mark lately. You can defend them at all costs as a fanboy but the real world will only remember the privacy exploit and apples reputation suffers as a consequence.
It was a BUG. Apple fixed it quickly. This is the new #Bendgate and we'll be hearing about it 5 years from now.
Meanwhile other companies spy on you, those aren't bugs.
Vocal android fans don't like android, they hate Apple. The proof is in the pudding when no one wants a Pixel.
”all software has bugs” is really a “dooddoener” (a NOP in machine language) and is also untrue (some software can be proven correct for example). Coding language choice is really important and can prevent most (if not all) security problems we see nowadays.
Being more secure than Android doesn't make it a secure device. I want Apple to do better because I value my privacy.
You don’t get this. A bug is not due to “purposeful intent” given that it is an unintended software defect! Any moderately complex piece of software will have bugs (just look at the release notes from you app developers when they update an app) and an operating system is incredibly complex. The difference is what happens when bugs are found. Apple addresses them ASAP, but, and this is crucial, is able to deliver the fix to millions of customers almost instantly. This is what happens when you make the device and it’s software and control the update process.
The FaceTime issue was a bug. What Apple are pointing out with their series of adverts is that iOS is designed intentionally to be secure and to highly value privacy. That is a feature that Apple deliver to a higher degree than any other consumer device manufacturer.
If you sell a message (to your average consumer) as you say, of intentional design for security, when big bugs do pop up, people will logically ask what happened to security.
In reply, to turn around and say in layman's terms 'shit happens', it doesn't really cut it - although that may be true.
That's why this kind of marketing is a bit of a qaugmire.
Especially when you run into dubious situations where 'designed for security' doesn't equal 'fully tested for security'
That's an even murkier subject.
You can play safe and argue that your track record has been one of the best because you take security and privacy very seriously or you can outright say we design from the get go for privacy and security (implying that that is what you get out of the box), and then take the flak is something nasty slips under the radar.
It's just a question of time before something truly nasty happens to one of the major players. Personally, I think this is not an 'if' situation but a 'when' situation.