In the tough competition on the smartphone market, it's no longer just about which device has the most brilliant screen, the best camera or the fastest processor. Even devices in the middle class can capture decent photos and not blink when surfing the net. Apple is even more difficult to position with relatively expensive iPhones. For this reason, the Group is increasingly focusing on a theme that sounds rather unspecific and, for the most part, not visible to customers, but nevertheless plays an important role. This can even make the "next big thing," even if Apple fans would imagine this quite differently.
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Privacy, data protection, privacy
More precisely, it is about data protection. On this subject, Apple does not want to be dependent on the competition. This is immediately apparent when considering the WWDC 2019 Investment Conference, which lasts until June 7th. Everyone who watches TV in the United States these days or is on Youtube, always gets a place from Apple to face, in which privacy is advertised as an essential feature of the iPhone. The slogan is: "If your privacy is important in your life, it should be important for the phone you live in." According to an industry survey of iSpot.tv, Apple acquired over $ 54 million (48 million euros) for the iPhone Privacy Campaign.
When it comes to data protection, Apple is not just fast advertising. As part of the WWDC keynote address at San Jose, the company could prove reliably in several demonstrations that Apple's services are not data. When you move on Apple Maps, even the iPhone manufacturer can not see where the user started and the time it took. Also, requests to the Siri Language Assistant are not merged into the person's profile in the cloud.
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The competition jumps on the train
However, Apple's competitors do not just want to leave the field on the iPhone group. For example, Microsoft's CEO, Satyya Nadeeda, built a conference on building – such as Apple chief Tim Cook – a few months ago – declaring human rights a human right, although Microsoft has recently been heavily criticized by privacy advocates to collect data in Windows 10 and Microsoft Office. Facebook founder Mark Zuckerberg vowed that this spring after scandals in recent years, the entire private life remains private. And also Google head Sundar Pichai pointed out at his development conference I / O 2019 how much he is concerned about preserving the private sphere.
So Apple is not the only tech giant who complains about privacy. At the same time, the company must defend against allegations that Apple's most important product on iPhone does not always behave like privacy, as I promised – at least if the smartphone is also applications from Google, Facebook, LinkedIn and other third-party providers installed. This was confirmed by a great experiment by the Washington Post, which was announced just before the start of the WWDC. The test showed that an iPhone full of apps on a Sunday around 5,400 ads trackers heavily planted data, including the location of the device or phone number.
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Continuous processing is required
Apps that delivered data on-the-go included Microsoft's OneDrive and Nike, Spotify, and Weather Channel apps, an IBM Group subsidiary. Even Washington's own application was unmasked by experts as a perpetrator. Many tracked trackers are used to control ads from Facebook and Google Networks.
In Apple, this does not jeopardize the reputation of privacy. However, in WWDC, Apple executives acknowledged that there is a need to constantly improve the subject of privacy, also because the methods of spying are becoming more and more sophisticated. For example, Apple only provided an option for full permission or a complete ban on transferring location information. Then Apple introduced the option to limit the geo-function to the period in which the application is actually being used actively. In WWDC, the iPhone company announced the ability to limit the site's transfer at one time, if necessary, for example, to install the application.
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"Sign in with Apple"
Directly against Facebook and Google is the new log-in "Log in with Apple", which is also a central component of iOS 13 and was also published in WWDC. She wants to point out tighter protection of competition data, Apple manager Craig Federer said. Apple's login service allows users to choose not to provide service providers with a real email address, but Apple's automatically generated one-time address. The email can then be forwarded from Apple to the correct e-mail.
Apple is not only not only the two major Silicon Valley neighbors, but also German Verimi and NetID providers, who are currently trying hard to prove themselves as an alternative to Google and Facebook announcements. A critical consideration is the requirement that developers should always offer the Apple login service if applications support third-party services. German MEP Timo Welken (SPD) interprets this rule on Twitter as "digital abuse of power".
Less controversial was Apple's intention to completely ban outsourcing and ad tracking into children's applications. Even asking for shopping within an application, for example, to unlock new levels of play is to be taboo in children's apps and games in the new Apple Arcade service.
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