Apple on numerous occasions has used CES – an annual trade show organized by the Consumer Technology Association – to reiterate its stance on privacy. This year, the company released two ads centered around privacy.
In 2019, Apple put up a privacy-focused advertisement on the side of a hotel that overlooks the Las Vegas Convention Center, with a message that read: “What happens on your iPhone, stays on your iPhone” with the URL to Apple’s privacy website. At CES 2020, Apple privacy chief Jane Horvath discussed the company’s use of encryption to protect the data of its users.
Apple reaffirms commitment to privacy in new ads shared on day 1 of CES 2021
The first ad is about Face ID data. “Face ID stays on your iPhone. It isn’t even shared with Apple.”, the text at the end of the ad reads. The second ad highlights how Apple Pay is designed to protect the privacy of its users, “Apple Pay is designed to work without Apple knowing what you buy.”
2020 was a major year for Apple. Not only did the company take new measures to give users more control over their data, but, it also made its platform safer by urging third-party apps to protect the privacy of users. Apple gives great importance to user privacy and designs its software to ensure that the company does not track private user data on its devices or store them on its servers when not required.
With the release of iOS 14, Apple launched new privacy features that minimize access to user data and give users more control and transparency. iOS 14 also give users more control over which digital service can track their location, search, contacts, and more.
Here are some of the privacy-centered features included in iOS 14:
- Convert accounts to Sign-in with Apple.
- Share Proximate Location.
- Visible alerts for Mic and Camera Recording.
- “Ask for Permission”.
- Restricted access to Photos.
Towards the end of 2020, Apple caused quite a stir in the tech community when it told developers they will need to provide information about all the data that they might be collecting from an app. That includes payment information, email addresses, home addresses, health data, and other types of information. This information is provided to users in the form of privacy labels in the App Store.