It is possible that in the coming days you may end up seeing an Apple message on TV, on social media, or on hoardings if you are in Delhi, Mumbai and Bangalore, telling you that the iPhone is the most private phone. The company is kicking off a privacy campaign in India, hoping to educate phone users why privacy is important and is trying to convince them that the iPhone is best at keeping secrets safe.

While the message may seem hyperbolic, Apple will not be wrong. The iPhone is indeed a better choice if privacy is important for a user.

The privacy campaign started by Apple would include footage from a short promo video on privacy that Apple made earlier. The video shows instances of people taking actions, like putting a lock and pulling in window blinds, in real world to safeguard their privacy. The video then asks that if you are concerned about the privacy in real world, why you are not equally worried about your privacy on a phone.

The campaign is part of Apple's plan to make privacy one of the key features of its devices, particularly the iPhone. Apple says that it makes money by selling consumers hardware and that it not only minimises data it collects from people but also keeps a close watch on iOS and Mac apps to ensure that they don't misuse app permissions or gather unnecessary data.

On its website, the company notes, "At Apple, we believe privacy is a fundamental human right."

This argument has also been made by Apple CEO Tim Cook. Earlier in January on the Data Privacy Day, Cook tweeted, "We must keep fighting for the kind of world we want to live in. On this #DataPrivacyDay let us all insist on action and reform for vital privacy protections. The dangers are real and the consequences are too important."

Of late, Apple has also started building new tools and features that it claims gives iPhone, iPad and Mac users better privacy protection. If users are utilising Safari browser, they can turn off pervasive web tracking employed by websites. Safari also includes several features that make it difficult for websites to do device fingerprinting. The company has also introduced new guidelines for app developers that require developers to clearly inform users whenever they are accessing specific iPhone hardware such as GPS or Bluetooth. The developers are also required to comply with guidelines that Apple has put in place to stop apps from misusing user data.

Finally, in a significant privacy-centric move, Apple at WWDC in June this year introduced a new sign-in with Apple ID feature that app users are required to use if they are utilising third-party sign-in tool. Apple says that unlike sign-ins performed using Google or Facebook ID, the sign-in with Apple ID will ensure that app developers only get relevant user data and only for specific purposes and not for ad tracking. The sign-in with Apple feature will be available to iPhone users with iOS 13.