New Apple Ad Features Café Místo and Charles University

Apple seems to have a love affair with our beautiful Czech Republic, choosing it as a location for many of their holiday Apple commercials.

This time Apple returned to Prague to shoot a new video, which focuses on security.

The ad is called Privacy on iPhone and promotes the new Tracking Transparency feature, which came as part of the update to iOS 14.5.

iPhone and iPad users can decide whether they want to allow applications to collect data for marketing purposes.

The ad spot follows an average smartphone user as he goes about his daily routine. Throughout the video, everyday tasks and interactions — which are meant to reflect common apps — lead to people collecting more data about him and following him around.

Eventually, the protagonist is surrounded by a large group of people all harvesting his data. But when he pulls out his iPhone and enables ATT, they all begin to disappear.

An analytics report from earlier in May indicated that 96% of iPhone users are using ATT to opt out of tracking. A separate survey of smartphone users in the U.S. suggested that the majority support Apple’s privacy push, and at least 36% said ATT was their favorite iOS 14.5 feature.