At an event on Monday, as Apple debuted a brand new TV streaming service, an Apple Pay credit card, a gaming service, in addition to a subscription news service, the company reiterated a theme over in addition to over again: We actually give a shit about your privacy — unlike different tech companies.
Apple’s News+ subscription service won’t track what you read, in addition to the company promised to never share your data with advertisers (boooo advertisers). Its brand 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. in addition to 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, yet its digs at those companies’ privacy in addition to 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 in addition to said, “I wouldn’t be in This specific 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.)
the item’s true that will Apple’s main business style will be to sell phones in addition to computers, not advertising. So the item makes sense that will the item doesn’t exploit users’ personal data inside same way advertising-based businesses like Facebook in addition to Google do. yet the brand new services Apple announced today, by their very nature, will accumulate some of their users’ personal data – among different things, actions we choose, information we enter, things we purchase, in addition to 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, yet the item’s right now using its approach to user data as a powerful marketing tool to sell more of its laptops, phones, news subscriptions, in addition to entertainment services. (Apple declined to comment on This specific story.)
Apple’s attitude toward privacy hasn’t always been celebrated. In 2015, when the company refused to help the FBI unlock an iPhone that will belonged to one of the San Bernardino shooters, the item 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 investigation of a horrific mass murder.
Then Cambridge Analytica happened, in addition to everyone – everyone! – commenced 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 the item so creepy how you buy shoes on one website, in addition to then an ad for the thing you just bought follows you around the internet?” “Haha, couldn’t you just swear Instagram will be listening to our conversations?” yet suddenly, even if people didn’t understand all the details, many realized that will privacy on the internet was fundamentally broken.
Facebook reacted to the public in addition to 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 the item.” yet over the following year, the company has admitted to a series of security flaws in addition to missteps, including leaks in addition to breaches that will exposed people’s search histories in addition to non-public photos. Just last week, the item was revealed that will Facebook had stored millions of users’ passwords in plaintext files. This specific has led many people to conclude that will 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 in addition to location signals or whatever else will be going on, people will continue to assume — if not argue vehemently — that will Facebook will be listening to them. Ads are sick, in addition to the only cure will be extreme transparency,” wrote Nilay Patel inside Verge.
the item’s easy to point the finger at advertising as the culprit. Digital advertising will be the greedy, hungry baby bird inside nest, with mama birds Facebook in addition to 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 brand new services on Monday in addition to referenced their built-in privacy in addition to data protections like they are essential design features, people applauded.
the item’s a fun reverie to imagine the entire world as Apple envisioned the item at today’s event: A place where privacy will be the norm, where we don’t assume that will we are basically already fucked, in addition to where we don’t expect a brand new, massive leak to hit a huge service in addition to lead to our email addresses being published on haveibeenpwned.com. Or where the item’s reasonable to assume a tech giant won’t store your password in a plaintext file. Or that will the item won’t sell your data to Russian trolls trying to trick you into not voting.
Imagine that will for just a moment… nice, isn’t the item? yet the item seems like there’s no turning back at This specific point. The internet we have will be the one we made, in addition to we’re stuck with the item. 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 that will was all about the iPhone’s privacy features. the item’s funny in addition to cute, even cheeky. the item serves as a friendly little reminder: Hey, we’re the Great guys. Not naming any names *cough* Facebook *cough* Google *cough* everyone else.
yet as Apple takes a victory lap on privacy, in addition to boasts about how the item has eschewed advertising for its users’ sake, the item’s worth remembering: This specific will be just part of Apple’s advertising plan. The company understands that will right right now, people desperately want more control over their personal information. in addition to so the item’s using privacy – This specific time, the idea of the item, not the lack of the item – to sell you more phones in addition to streaming TV services in addition to credit cards.
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