New Apple TV Ad on Privacy Hits Facebook and Google Where It Hurts—Without Mentioning Them

Apple is taking another swipe at its fellow tech giants for their privacy policies, this time in a new commercial that touts Apple’s stated focus on protecting user privacy. Without naming the likes of Google, Amazon, and Facebook, the TV ad invokes what many consider to be their lax privacy stances.

“If privacy matters in your life, it should matter to the phone your life is on,” the ad says, jumping among a few dozen images of people wanting privacy, including slamming doors, hushed diner conversations, windows locking, padlocks clicking shut, and one visitor to the men’s restroom nervously seeking out the most private urinal.

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Under CEO Tim Cook, Apple has promoted its efforts to protect user privacy on its devices. Unlike Facebook, Google and, increasingly, Amazon, Apple doesn’t rely much on advertising revenue, making money instead from sales of devices and service subscriptions.

At times, Apple has gone to great lengths to protect user privacy. The company, for example, has built most of its A.I. technology on Apple devices themselves, rather than storing personal data in the cloud, as most tech giants do. That decision has led some to argue that Apple is lagging Google and Facebook in the race to develop A.I. products.

But Apple has had its own privacy lapses, including a security flaw in its FaceTime app (which the company fixed last month) that potentially allowed people to listen in on users’ conversations. So far, though, the company has escaped the brunt of criticism that Facebook in particular has received for how it has managed and secured the personal data of its users. Facebook has been attempting to retool its products to focus more on privacy.

Cook has publicly slammed his tech rivals’ privacy policies several times. Last June, he chided them for not using humans to filter out fake news. A few months later, Cook called out the “data-industrial complex” that has “weaponized” personal data. And in January, he wrote a piece in Time calling for a federal privacy law. “It’s time to stand up for the right to privacy—yours, mine, all of ours,” Cook wrote.

The 45-second commercial began airing on U.S. television on Thursday, including during broadcasts of the highly rated National Collegiate Athletic Association’s March basketball tournament.

PagerDuty Joins A Flurry Of Silicon Valley Companies Planning To Go Public This Year

POWERFUL WOMEN

Jennifer Tejada, chief executive officer of PagerDuty Inc., speaks during the Fortune’s Most Powerful Women conference in Dana Point, California, U.S., on Wednesday, Oct. 3, 2018. The conference brings together leading women in business, government,© 2017 Bloomberg Finance LP

PagerDuty took the next step forward to a planned IPO, joining a windfall of startups expected to go public this year. But the cloud-based software company’s debut will be an exception among the tech IPO wave—it’s one of the few enterprise companies run by a woman, CEO Jennifer Tejada.

Founded in 2009, San Francisco-based PagerDuty acts as a watchdog for technical issues. The operations management software identifies problems in real time and directs engineers to the root of the problem, an alert system that’s attracted 10,800 customers in 90 countries.

In 2018, PagerDuty scored unicorn status after a $90 million round led by T. Rowe Price Associates and Wellington Management. Its first nine months of revenue last year rose 48% from the period to $84 million. However, the company took a $34.5 million loss during that time,up $4.7 million from 2017. It didn’t reveal data on the full year.

The company’s institutional investors own more than half of its shares, including early investor, Andreessen Horowitz, which owns the largest share of the company at 18.4%, followed by Accel and Bessemer Venture Partners. PagerDuty’s cofounders, Baskar Puvanathasan, Andrew Miklas and Alex Solomon, each hold 7.1%.

PagerDuty landed a spot in the top 50 on the Forbes Cloud 100 list in 2017, just a year after Tejada took over as CEO. “It was a neat brand, even though it’s a small company,” Tejada told Forbes back in July 2016. Tejada owns over four million shares of the company.