Apple Announced a new version of the operating system on Monday. This shows that the company’s commitment to privacy is heading in a new direction. It’s no longer a company’s ideal or marketing point. This is currently a major initiative for Apple as a whole, distinguishing its products from its Android and Windows competitors.
Since Apple CEO Tim Cook wrote an open letter on this topic, Apple has positioned itself as one of the most privacy-sensitive tech companies. In 2014Since then, Apple has introduced new features on the iPhone to limit the app’s access to personal data and promote privacy in TV ads.
However, Monday’s announcement showed that Apple’s privacy strategy is now part of its product. Privacy was mentioned as part of almost every new feature and gained its own stage time.
Privacy-focused features and apps for the upcoming operating system iOS 15 or MacOS Monterey announced by Apple on Monday include:
- There are no tracking pixels. The email app runs images through a proxy server and disables tracking pixels that tell email marketers when and where the message was opened.
- Private relay. By subscribing to Apple’s iCloud storage service, you can take advantage of a feature called iCloud +. This feature includes private relays. This is a service that hides a user’s IP address and is often used for location guessing. Apple officials said that this is not a virtual private network, but a web in a restricted area for privacy-conscious people. He said it wasn’t the type of service he often uses to access content. Instead, Apple passes web traffic through both the Apple server and a proxy server run by a third party to strip the identity.
- Hide the email. iCloud subscribers will be able to create and use temporary anonymous email addresses (sometimes called burner addresses) within the email app.
- App privacy report. In the iPhone settings, Apple tells you which server the app is connected to and sheds light on the app that collects data and sends it to third parties that you don’t recognize. It also tells the user how often the app uses the microphone and camera.
Privacy-focused Apple focuses on one of its core strengths. More and more data is processed on local devices such as computers and telephones rather than being sent back to large servers for analysis. This is more private and potentially faster from an engineering point of view because the data does not exist on the server.
Apple has designed both the iPhone and the processor to provide powerful processing power with low energy usage, so it is poised to provide Android developers with an alternative vision. Google We have built our business around Internet services.
This engineering difference has spawned several new apps and features that allow you to do more on your phone instead of in the cloud.
- Local Siri. Apple said Monday that Siri could understand the voice without sending the voice recording to the server. Instead, Apple’s unique voice recognition and processor is powerful enough to run them on the phone. This is a big difference from other assistants such as Amazon’s Alexa, which uses a server to decrypt audio. You can also speed up Siri.
- Organize your photos automatically. Apple’s photo app uses AI software to identify things in your photo library, such as pets, vacation spots, friends and family, and automatically organize them into galleries and animations, and in some cases music accompaniment. Is attached. Many of these features are available in Google Photos, but Google software requires you to upload all your photos to the cloud. Apple’s technology can also analyze on your device and search the content of your photos in text.
Apple’s privacy infrastructure can also expand into big new markets such as online payments, identity and health from both a product and marketing perspective.
You can build new products while ensuring that you follow best practices to avoid collecting unwanted data or violating policies such as the European General Data Protection Regulation (GDPR).
In addition, users trust Apple and its approach to data, so they may be accustomed to the ability to work with sensitive data and topics (such as finance and health).
A feature announced by Apple on Monday shows how the company can leverage the location of user data to enter these profitable markets.
- Monitor your gait health and share medical records. Apple’s healthcare app uses measurements from the iPhone, such as how users move while walking, to warn them that unstable walking can put them at risk of dangerous falls. It is now possible. Apple will also allow users who connect their iPhones to their health records system to share those records with their doctors, friends, or family members. Health data is one of the most strictly regulated types of data. Yes, Apple’s introduction of these features can only be achieved if it has a good reputation among customers and the company’s ability to handle sensitive data is certain. “Privacy is the basis of the design and development of all health features,” an Apple engineer said during the feature introduction.
- Government-issued IDs, keycards, and car keys for the Wallet app. Apple took advantage of the trust built into privacy and security when it launched the Goldman Sachs credit card, the Apple Card. This card allows users to use their credit cards almost completely within the app. Apple is currently introducing some new features to the Wallet app. These are the most appealing features for users who think Apple’s security and privacy are working well. In iOS 15, Apple will allow users to put their car or home keys in the wallet app. Apple also said it was considering working with the Transportation Security Administration to incorporate an American ID card, such as a driver’s license, into the Wallet app, although it didn’t provide details.
“Privacy is a fundamental human right,” Cook said, saying that the company’s policies and his personal stance have nothing to do with commerce or Apple products.
But being a big tech company that takes data issues seriously has the potential to make a profit and give Apple more freedom to launch new services and products. Facebook, Apple’s Silicon Valley Neighbor And a loud Apple criticI started to deal with it more and more Challenge to launch new products This is due to the company’s poor reputation for how it processes user data.
Americans also say that privacy influences purchasing decisions. According to a 2020 Pew survey, 52% of Americans decided not to use their products or services because of concerns about data protection.
Apple is turning privacy into a business advantage
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