The commercial follows an average smartphone user in their daily activities.
Throughout the video, daily tasks and interactions – meant to mirror common apps – cause people to collect more data on him and follow him, Apple Insider reports.
Finally, the protagonist is surrounded by a large group of people collecting all his data. But when he takes out his iPhone and activates ATT, they all start to disappear.
The commercial is part of the ongoing “Privacy. That’s iPhone” advertising campaign, and follows a more explanatory ATT video that was released in late April.
Although praised by digital rights and privacy groups, the feature has been criticized by ad-dependent companies like Facebook, he added.
An analytics report in early May found that 96% of iPhone users use ATT to opt out of tracking.