At an event on Monday, as Apple debuted a completely new TV streaming service, an Apple Pay credit card, a gaming service, as well as a subscription news service, the company reiterated a theme over as well as over again: We actually give a shit about your privacy — unlike various other tech companies.
Apple’s News+ subscription service won’t track what you read, as well as the company promised to never share your data with advertisers (boooo advertisers). Its completely new Apple TV+ streaming service won’t out you on Twitter for watching a sappy Christmas movie on repeat. Its Apple Pay-connected credit card won’t track your purchases or data about your transactions. as well as its gaming subscription service, Apple Arcade, won’t collect any data about how you play games without your consent.
Apple didn’t mention Facebook or Google during the event, nevertheless its digs at those companies’ privacy as well as user data practices were clear. Last year, when MSNBC asked Tim Cook how he’d lead Facebook through the Cambridge Analytica scandal, he looked befuddled as well as said, “I wouldn’t be in This particular situation.” (We stan a shade chief officer, a title Cook enshrined by changing his Twitter name to Tim [Apple emoji] after President Trump called him “Tim Apple” during a meeting in March.)
in which’s true in which Apple’s main business product is usually to sell phones as well as computers, not advertising. So in which makes sense in which in which doesn’t exploit users’ personal data inside the same way advertising-based businesses like Facebook as well as Google do. nevertheless the completely new services Apple announced today, by their very nature, will accumulate some of their users’ personal data – among various other things, actions we choose, information we enter, things we purchase, as well as shows we watch. So today the company was all about reassuring people: Don’t worry, we’re still the Great guy. Apple has long taken a protective stance on privacy, nevertheless in which’s right now using its approach to user data as a powerful marketing tool to sell more of its laptops, phones, news subscriptions, as well as entertainment services. (Apple declined to comment on This particular story.)
Apple’s attitude toward privacy hasn’t always been celebrated. In 2015, when the company refused to help the FBI unlock an iPhone in which belonged to one of the San Bernardino shooters, in which was a controversial move. While some saw Apple taking a stand as an admirable commitment to their customers, plenty of others criticized the company for refusing to aid inside the investigation of a horrific mass murder.
Then Cambridge Analytica happened, as well as everyone – everyone! – began giving a shit – a big shit! – about privacy. There had always been amorphous creepiness, a general, fuzzy outline of creepiness surrounding how tech giants handled people’s personal information – ”Isn’t in which so creepy how you buy shoes on one website, as well as then an ad for the thing you just bought follows you around the internet?” “Haha, couldn’t you just swear Instagram is usually listening to our conversations?” nevertheless suddenly, even if people didn’t understand all the details, many realized in which privacy on the internet was fundamentally broken.
Facebook reacted to the public as well as political outrage by running full-page newspaper ads saying, “We have a responsibility to protect your information. If we can’t, we don’t deserve in which.” nevertheless over the following year, the company has admitted to a series of security flaws as well as missteps, including leaks as well as breaches in which exposed people’s search histories as well as non-public photos. Just last week, in which was revealed in which Facebook had stored millions of users’ passwords in plaintext files. This particular has led many people to conclude in which No, Facebook does not deserve their data.
The overwhelming malaise of digital advertising has worn us down. “No matter how many times the industry explains lookalike audiences as well as location signals or whatever else is usually going on, people will continue to assume — if not argue vehemently — in which Facebook is usually listening to them. Ads are sick, as well as the only cure is usually extreme transparency,” wrote Nilay Patel inside the Verge.
in which’s easy to point the finger at advertising as the culprit. Digital advertising is usually the greedy, hungry baby bird inside the nest, with mama birds Facebook as well as Google feeding its mewling maw with worms of your data. Advertising = bad. No advertising = Great. Facebook, bad. Apple, Great. Cheep cheep, mommy.
So when Apple announced its completely new services on Monday as well as referenced their built-in privacy as well as data protections like they are essential design features, people applauded.
in which’s a fun reverie to imagine the earth as Apple envisioned in which at today’s event: A place where privacy is usually the norm, where we don’t assume in which we are basically already fucked, as well as where we don’t expect a completely new, massive leak to hit a huge service as well as lead to our email addresses being published on haveibeenpwned.com. Or where in which’s reasonable to assume a tech giant won’t store your password in a plaintext file. Or in which in which won’t sell your data to Russian trolls trying to trick you into not voting.
Imagine in which for just a moment… nice, isn’t in which? nevertheless in which seems like there’s no turning back at This particular point. The internet we have is usually the one we made, as well as we’re stuck with in which. Apple’s little secure oases can’t undo the diarrhea-storm in progress.
Leading up to its spring event, Apple put out a TV ad in which was all about the iPhone’s privacy features. in which’s funny as well as cute, even cheeky. in which serves as a friendly little reminder: Hey, we’re the Great guys. Not naming any names *cough* Facebook *cough* Google *cough* everyone else.
nevertheless as Apple takes a victory lap on privacy, as well as boasts about how in which has eschewed advertising for its users’ sake, in which’s worth remembering: This particular is usually just part of Apple’s advertising plan. The company understands in which right right now, people desperately want more control over their personal information. as well as so in which’s using privacy – This particular time, the idea of in which, not the lack of in which – to sell you more phones as well as streaming TV services as well as credit cards.