By now, you probably know that companies like Google and Facebook collect a lot of sensitive information from users, which in turn is used to make money on adverts and the like.

Apple would have us believe that it runs things differently, and has decided to highlight the importance of personal privacy in a humorous new advert for the iPhone that can be seen below:

The purpose of course to point out that Apple, unlike Google and Facebook, does not make money from selling information about users. Instead it makes money by selling hardware, software and services.

iOS 14 offers a number of new features aimed at strengthening privacy, something that has led Facebook to protest loudly because it could lead to reduced advertising revenue for the company.

For a broader view of the subject, read our guide to protecting iPhone privacy.

This article originally appeared on Macworld Sweden. Translation by David Price.