Apple clarifies: "Ted Lasso" star Nick Mohammed in short film on data protection

This January week at Apple is all about privacy for users - and protecting their data. The company has unveiled iOS and iPadOS 16.3. This includes end-to-end encryption for the first time. It protects photos in the cloud or iCloud backups better against unauthorised access. However, this additional security must be activated manually in the iCloud settings.

Apple now offers the option of using security keys as a second factor. This allows hardware keys to be linked to the Apple ID. You then need this to authenticate yourself on your Apple device. Such hardware keys are also available in our shop.

Notebook security

Yubico Security Key NFC

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Notebook security

Yubico Security Key NFC

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Short film and courses to raise awareness

Apple is therefore investing in specific features and also in measures to sensitise more users to data protection and privacy. The company is presenting a short film. The main actor is Nick Mohammed, who became known through the Apple TV series "Ted Lasso". In "A day in the life of an average guy's data", you as a viewer learn where your privacy is specifically at risk in everyday life - and, of course, what you can do about it. With Apple features, of course. Nevertheless, the almost six minutes don't feel like flat adverts.

The short film is also available in German dubbing (here), in Italian (here) and in French (here).

If you have more time, maybe even an Apple Store near you, then a new course might be of interest to you. In the "Today at Apple Sessions", experts explain how the privacy settings on the iPhone work and how they can be customised. The courses are free of charge and are offered in all Apple Stores worldwide. You can find an overview here.

Protection within the Apple universe

With the new privacy offensive, Apple is continuing to work towards the "App Transparancy Tracking" (ATT) function launched in 2021. It enables users to prohibit the tracking of apps for personalised advertising. This primarily applied to apps from third-party providers. As a result, they lost the opportunity to sell personalised advertising. According to research by the "Washington Post", Meta alone, Facebook's parent company, is said to have lost revenue totalling over 14 billion dollars in 2022 as a result.

For Apple itself, a rather small player in the advertising market despite five billion dollars in revenue in 2022, the increased data protection has hardly any negative effects. However, the company can improve its position because it has exclusive access to usage data in its own apps - so-called first-party cookies. However, no mention was made of its own plans to expand its advertising business during the announcement of the privacy offensive.