Apple China renews iPhone privacy campaign with Yue Yunpeng

China – Apple China has launched the fourth installment of its ongoing iPhone privacy campaign, continuing its collaboration with Crosstalk comedian Yue Yunpeng to highlight how users can manage app permissions and control access to their personal information.

Created by TBWA\Media Arts Lab Shanghai and directed by Zhang Dapeng, the campaign centers on iPhone’s App Permissions feature, using humor to explain how users can choose what information third-party apps are allowed to access.

The campaign includes a 55-second hero film, a 30-second commercial, and two 15-second animated shorts, each designed to communicate different aspects of app privacy. 

While the longer films rely on Yue’s comedic performance to make the topic more accessible, the animated videos simplify how iPhone’s permission settings allow users to grant, restrict, or revoke access to data such as photos, contacts, location, camera, and microphone.

In the hero film, a newly downloaded app is personified as a persistent character that repeatedly asks Yue for access to his personal information during everyday situations. 

The exchanges culminate in an Apple Specialist demonstrating how iPhone users can manage these permissions directly through their device settings, reinforcing the message that users remain in control of their data.

Beyond video, the campaign extends to out-of-home placements across multiple Chinese cities, as well as Apple’s official WeChat and Douyin channels, broadening its reach among privacy-conscious consumers.

The latest campaign marks the fourth consecutive year of Apple’s privacy-focused communications effort in China, continuing to position privacy as a core feature of the iPhone experience while making technical concepts more relatable through storytelling and humor.

The campaign was produced by ProFilms, with post-production by Heckler, sound by Form Studio, and music by Wu Dong Wei.