Apple released a new ad today titled, “Inside Joke”. The ad touts how your privacy is protected within iMessage, because all chats are encrypted:

Your privacy matters. That’s why iMessage encrypts your conversations. Privacy. That’s iPhone.

The link in the video’s description points to Apple’s privacy website, which says “products are designed to protect your privacy”:

At Apple, we believe privacy is a fundamental human right.

And so much of your personal information — information you have a right to keep private — lives on your Apple devices.

Your heart rate after a run. Which news stories you read first. Where you bought your last coffee. What websites you visit. Who you call, email, or message.

Every Apple product is designed from the ground up to protect that information. And to empower you to choose what you share and with whom.

We’ve proved time and again that great experiences don’t have to come at the expense of your privacy and security. Instead, they can support them.

Check out the ad below: