Marking Data Privacy Day on Tuesday, Apple introduced new educational resources meant to help users take better control of their data, including a whimsical short film starring one of Ted Lasso‘s popular cast members.
The video, a new Today at Apple Session and Cupertino’s added statements on its ongoing security efforts come amid ever-rising cyberattacks and about a month after the company released Advanced Data Protection.
Data Privacy Day: Apple offers new Today at Apple session on data security
Now, noting that “threats to the privacy and security of personal information are on the rise,” Apple offered a new Today at Apple session to teach users how to protect their data.
But that’s not all. A funny new short film came out in the mix, too.
Short film with Ted Lasso star
Cupertino added an “awareness”-driving element to illustrate the importance of data privacy, a short film. The company partnered with Apple TV+ Ted Lasso star Nick Mohammed in a video called A Day in the Life of an Average Person’s Data, which you can watch above.
In it, the English actor Mohammed lets viewers and a tech-friendly narrator guy with an Apple logo on his shirt follow him through his average day. Mohammed plays the treacherous Nathan on Ted Lasso. The video explains “how bad actors misuse data — and how Apple works to keep his personal information safe,” according to Apple.
Mohammed is amusingly self-effacing in the short film, taking the piss out of himself at every turn as he accidentally reveals absurd amounts of arrogance. He’s a bit like Nathan in Ted Lasso before his swelling ego turns him into a back-stabbing villain.
And naturally, Apple reiterated its stated belief that “privacy is a fundamental human right.” And that it uses features like App Tracking Transparency and Privacy Nutrition Labels to help users understand how their data is used and how to keep it safe.
New Today at Apple session
The new Today at Apple Session, “Taking Charge of Your Privacy on iPhone,” becomes available Saturday, January 28, Apple said. The 30-minute session explores features including Mail Privacy Protection, Safety Check, Location Services and passkeys. It teaches users how to customize each feature based on their privacy preferences.
Anyone at any skill level can sign up for the new session at all Apple Store locations worldwide, Apple said. Group Bookings are also available.
“We created Today at Apple to spark creativity and enable our customers to get the most out of their Apple products and features,” said Tracey Hannelly, Apple’s senior director of Retail Engagement and Marketing. “We’re thrilled to offer this new Today at Apple session to help our customers learn more about our industry-leading privacy features as we celebrate Data Privacy Day.”
Apple’s built-in privacy
We believe privacy is a fundamental human right. We work tirelessly to build privacy into every product and feature from the ground up. This Data Privacy Day, we're also launching a new Today at Apple session to help users learn how to protect their data. https://t.co/gqQKfLfNTS
— Tim Cook (@tim_cook) January 24, 2023
Apple took the opportunity to mention how it builds data privacy protection into its products and services.
“This is why Safari throws trackers off the trail,” the company said. “It’s why the Health app keeps user records under wraps, and why Siri learns what the user needs rather than who they are. These are just some of the dozens of privacy features that Apple has built into the foundation of every product and every service it creates.”
Apple invited anyone to learn more about its privacy features.
“At Apple, we’re focused on designing devices, features, and services that keep users in control of their personal data,” said Erik Neuenschwander, Apple’s director of User Privacy. “Over the years we’ve integrated powerful privacy controls into our operating systems.
“This film and our new Today at Apple sessions will show users how they can take advantage of some of the features we offer, and understand how privacy is at the center of everything we do,” he added.