Apple "Tracked" by TBWA\Media Arts Lab

Apple has showcased the app tracking transparency (ATT) privacy feature on iOS in a new ad.

Extensive tracking occurs online and in apps, with that data being collected, shared, aggregated and monetised. This app purports to give users the option to protect their personal information and privacy.

The new Apple spot illustrates this by following the journey of an individual going about his daily routine, with each scene reflecting an app people commonly use. From the coffee shop, to taking a taxi, more and more businesses track him until he’s surrounded by a large group of people, all vying for his data. When he takes out his iPhone and starts to decline the ATT requests for apps to track him, the trackers following him begin to disappear, one by one.