Part of what makes iPhone great are its privacy controls. But in order to capitalize on that fact, we had to get consumers to care about data privacy in the first place. People are resigned to share some data—but most aren't aware of everything that's actually being mined by apps. This film shows all the stuff potentially being shared from their phones, probably without them even knowing it by creating a humorous world in which people behave like their smartphones actually do. It’s a charming and lighthearted piece to broach the idea of a very heavy topic, without using fear tactics to scare people into understanding the importance of data privacy and why privacy controls should be an important feature in a smartphone.