Apple has just released a new iPhone ad highlighting the importance of online privacy, declaring, "Privacy. That’s iPhone."

The clip runs through the ways in which people protect their privacy in everyday life, with "keep out" signs, curtains, and padlocks, before stating, “If privacy matters in your life. It should matter to the phone your life is on."

The commercial comes after Apple emphasized the iPhone's privacy through a billboard at CES that read, "What happens on your iPhone stays on your iPhone.” The poster was seen as an attempt to troll Google and Amazon for their recent privacy-related scandals.

That said, Apple doesn't have an entirely untarnished reputation when it comes to users' privacy. Recently, a Group FaceTime bug made it possible for users to hear and see the person they're calling before the receiving party had even answered the call.

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