Apple tends not to involve itself officially with the large CES trade show in Las Vegas, but on several occasions it’s taken the opportunity to raise privacy issues at the same time, albeit outside the confines of the event. In 2019, for example, the company put up a large bulletin board with the text “What happens on your iPhone, stays on your iPhone.”

This year, Apple has chosen to release two new adverts to coincide with CES, which started yesterday. Both conclude with the somewhat generic final slogan “There’s more to iPhone”, but their main content focuses on privacy issues.

The first ad announces that not even Apple has access to data related to Face ID:

The second video points out that Apple has zero control over what you buy using the Apple Pay payment service:

With the launch of iOS 14, Apple has invested heavily in privacy issues. This led to harsh criticism from Facebook, which claims that the move was a blow to small-business owners who are dependent on advertising revenue – but Apple defended itself in strong terms.

Apple released a privacy-focused iPhone advert in September, and has consistently framed this area as a point of difference from Android handsets.

For broad advice related to this subject, read How to protect your iPhone privacy.

This article originally appeared on Macworld Sweden. Translation by David Price.