QLN – Apple’s Privacy Push
By Faisal Khan • Issue #25 • View online
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SMALL TALK: Will Apple’s new security feature act as a boon for consumer privacy?
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People like me are usually skeptical if a consumer tech company touts a new feature that is going to safeguard consumer privacy — even more so when this comes from one of the Big techs. Why so? Because they have been notorious for consumer privacy breaches over the years. Facebook & Google especially have an atrocious record since targeted advertising is their main source of revenue. However, Amazon, Microsoft & even Apple have been embroiled in privacy breaches at some point.
If I have to pick the lesser of all the evils, it would probably be Apple, since it relies more on hardware sales of its flagship iPhone as the main source of revenue. The Cupertino tech giant boasts of stringent consumer privacy within its closed source software. In fact, the company bought a billboard at the Consumer Electronics Show in Las Vegas in Jan. 2019 stating — “What happens on your iPhone stays on your iPhone.”
That narrative took a big hit later that year when a whistleblower revealed later that year, that a small portion of Siri recordings is passed on to Apple contractors working around the World, who listen to these voice messages. From recent overtures, it seems, that Apple is once again positioning itself as the protector of consumer privacy.
A feature dubbed “App Tracking Transparency” will be rolled out early Spring, requiring Apps that gather tracking data to ask Apple users for permission. The update was actually supposed to be launched in September 2020, but it was delayed following pushback from companies like Facebook & Google. Even if the companies use alternatives to the identifier for advertisers, called the IDFA (something like an advertising cookie on the web), their app can be blocked or suspended from the App Store.
Basically, the next iOS update will create a prompt asking users if they are okay with being tracked while moving from app to app so their ads can be personalized. Analysts believe that that about 70%-80% of people will say “No” to the tracking feature, which could spell trouble for tech companies that make huge revenues on targeted advertising. Other privacy changes are expected to see the notification LED light up when apps are accessing the device’s microphone or camera. This will give the users the ability to share specific photos rather than giving the app access to your entire camera roll.
Companies at the receiving end of these privacy updates are sparring with Apple — arguing that free services are afforded due to the monetization of the consumer data used in targeted advertising. Apple may also have to justify the billions of dollars a year it receives for making Google the default search engine on its Safari browser, which likely uses the same data gathering techniques that the former has criticized.
As Apple prepares to roll out this new privacy exclusive feature, China’s tech giants, like TikTok owner ByteDance and Tencent are already working on bypassing this update. They are reportedly developing a new tool that would bypass the new rules and would be able to continue tracking iPhone users without consent. It remains to be seen if these companies can bypass the proposed privacy prompt and secure their big advertising or will Apple give them some leeway.
Personally, I like the privacy prompt, as I am NOT big on trading my personal data for Freebies. Meanwhile, online privacy remains a privilege that continues to elude us.