Apple's latest ad emphasizes how the iPhone keeps your text conversations private, subtly digging at companies like Facebook and Google

. The company's fixation on privacy comes as companies like Facebook and Google have come under increased scrutiny regarding the way they handle consumer data in recent years.about the company's policies when it comes to tracking the location of it users, among other topics. And Facebook has been embroiled in controversy regarding how it handles the personal information of its 1.

Executives from both Facebook and Google have reiterated the steps their respective companies are making to improve user privacy and transparency moving forward. Facebook announced during its F8 conference that it will encrypt user messages by default, and CEO Mark Zuckerberg reiterated the phrase"the future is private" when speaking on stage.

Apple's stance has been that since its business model is not centered on advertising like Google and Facebook, it does not benefit from collecting personal data. But Pichai, when writing for

That ad was awesome.

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