If you watch March Madness, odds are you’ll be seeing this new ad from Apple quite often.

Apple sees privacy as a way to differentiate itself against its competitors. Apple lags behind Samsung & others when it comes to screen size, battery life, camera and screen quality. And they have for quite some time. Is this new TV spot Apple’s way of telling us it cares more about the privacy than the quality of its products?

Here’s a bit from the company itself,

“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.”

It makes sense; Apple’s business model relies on selling products, not data. (looking at you, Google)

Only time will tell whether directing the consumer’s attention away from the product’s fun features like camera quality and towards privacy will pay off. I have a feeling it will, how about you?