Apple’s latest video uploaded to its YouTube channel is titled ‘Privacy on iPhone’, showcasing its privacy features such as App Tracking Transparency and Mail Privacy Protection, which it says will “help you control who sees your data and who doesn’t.”

The video details a user’s information being sold at an auction, but once enabling privacy features on iPhone, they disappear. “Your data is being sold! Privacy. That’s iPhone”, explains the video.

“Privacy is a fundamental human right. At Apple, it’s also one of our core values. Your devices are important to so many parts of your life. What you share from those experiences, and who you share it with, should be up to you. We design Apple products to protect your privacy and give you control over your information. It’s not always easy. But that’s the kind of innovation we believe in,” explains Apple’s privacy website.