In recent years and especially during WWDC 2021, Apple is laser-focused on privacy, even in this day and age of “being connected”. Question is – how? And should you trust Apple, the world’s first trillion-dollar company?
Now, I don’t think the value of a company affects its trustworthiness – it’s the intention and action that make or break its trust.
With the recent iOS 14.5 update, Apple stopped advertisers from gathering its users’ information and gave power to its users to allow what apps can track their usage. In my opinion, this is a big middle finger to the advertisers’ intrusive ads.
With the new announcement of iOS 15, Apple gave even more privacy controls to the users. Any voice commands made via Siri are processed on-device – which means no data is sent to Apple’s servers, while significantly improving the speed and performance of these voice commands.
Yet another new feature here is Mail Privacy Protection that stops senders from tracking and learning whether an email has been opened, and hides IP addresses so senders can’t learn a user’s location or use it to build a profile on them.
Apple also introduced the new App Privacy Report which gives users an overview of how apps use the permissions granted in the last seven days, and which other domains are contacted. This has the potential to reveal all the sketchiness and data misuse that many apps might be doing.
Apple is also integrating convenience while providing privacy, too. Within Apple’s new iCloud+, we have Hide My Email, expanded HomeKit Secure video support, and also iCloud Private Relay. It is essentially a VPN service that is built into iCloud.
While many might think that leaving so much private information at the hands of Apple is a risk, I will argue that leaving so much private information at the hands of multiple different companies with varying levels of security and privacy policies is an even bigger risk.
This massive list shows 2020’s big security breaches. Only the big ones. There ought to be a lot of undisclosed security breaches, too.
I think out of all companies, Apple is the only smart device company that is focusing so much on privacy and can actually pull it off. The company has never relied on advertisers to generate revenue. That is why Apple can block advertisers from tracking its users’ data and still be fine with it.
And yet decisions made by Apple will affect millions of users worldwide and send ripples across their competitors’ arena too.
I can’t imagine how Google – a company built on advertisements – will give users the power to put a stop to ad tracking. It’s happening soon, too. And how this is going to affect the entire Android operating system, I do not know. Only time will tell.
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