Apple has re-emphasized it as a privacy protector in its new “Over Sharing” ad.

In Apple’s latest “OverSharing” ad, the company re-emphasized it as a protector of online privacy,media the Verge reported. In the ad, a man shouts on a crowded bus, he browses the websites of eight divorce lawyers; a woman tells strangers about her login in a movie theater; two colleagues speak loudly in front of other colleagues nearby (including a “vomit emoji” language description); and a woman uses a megaphone to broadcast her credit card information to anyone in her ear.

Some of this content is embarrassing, some are potential privacy violations, but they are examples of Apple’s new Over Sharing ads. The ad concludes: “Something should not be shared. The iPhone helps keep it that way. “

This isn’t the first time Apple has declared itself a privacy leader. Apple wrote in a giant ad near the CES site last year: “Whats on your iPhones on your iPhone” (the information collected by iPhones is only on the phone). In addition, Apple has posted “privacy matters” ads (“If you care about your privacy, lock it up”).

In a keynote speech last year, Apple CEO Tim Cook and other Apple executives said all of Apple’s credit cards, news services and other services were “to protect the privacy and security of personal information.” Of course, Apple also rejected the FBI’s request to help unlock the iPhone of the 2016 San Bernardino shooting suspect “because we think it’s wrong and would set a dangerous precedent.”

But the company has not been without security concerns, and in addition to FaceTime’s bug, Apple was forced last August to apologize for secretly letting human contractors listen in on recordings of Siri, the iPhone’s digital assistant.