By , MacRumors 

Apple on Wednesday shared a new ad highlighting iPhone privacy features like App Tracking Transparency and Mail Privacy Protection that are designed to give users more transparency and control when it comes to their personal data being collected.

The ad revolves around a young woman named Ellie who discovers that her personal data is being sold at an auction house, with bids being placed on her iPhone’s emails, purchase history, location data, contacts, browsing history, and more. Upon realizing that her data is being sold, Ellie makes use of App Tracking Transparency and Mail Privacy Protection, at which point the auctioneer and bidders suddenly begin to vanish into thin air.

For more details, read the full story at MacRumors:

More from MacRumors:

Apple exec who quit over return-to-office mandate joins Google’s DeepMind

MacRumors: Here’s another sign Apple is embracing foldable devices

‘Immersive’ view for cities is coming to Google Maps – watch the video