Apple announced the new iOS 15 and iPadOS 15 at the WWDC21 event. Scheduled to release this Fall, the upcoming iPhone and iPad software updates will include several new innovative features like Live Text, Visual Look Up, SharePlay, redesigned widgets, and much more. In addition, the company has also made privacy stronger. And to explain the upcoming privacy features in Mail, Safari, and Siri to Apple’s European audience, CEO Tim Cook introduced them in a new YouTube video.
In iOS 14, Apple upgraded privacy features to give users more control over their data and its distribution to data brokers and digital advertisers. The most important is the new App Tracking Transparency (ATT) feature, which replaces the previously used IDFA (Identifier for Advertisers) system on iPhone to prevent developers from tracking users’ online activity without their permission. And in iOS 15, Apple is strengthening privacy further by hiding users’ IP addresses in the upcoming Mail Protection Protection feature to block malicious or spam marketing e-mails to gaining access to users to mail activity and location. Safari ITP (Intelligent Tracking Prevention) also hides users’ IP addresses from trackers. And users will see a detailed report of how apps are using their data, camera. microphone and other elements in the new App Privacy Report. In addition, Siri is not only smarter but also safer due to the new on-device processing to keep users’ data secure.
Apple explains new Mail, Safari, and Siri privacy features coming in the iOS 15 update this Fall
At Apple, we believe privacy is a fundamental human right. We work relentlessly to build it into everything we make, and it’s fundamental to how we design and engineer every product and service that we put out into the world.
While others have focused on making customers the product, collecting ever-growing amounts of personal information, we’ve kept the lens focused on how technology can work for people. And that’s meant introducing countless features that give users transparency and choice over how their data is collected, used, and shared. You see that with new tools like Privacy Nutrition Labels and App Tracking Transparency, which gives users more information, more choice, and greater transparency about how their data is used.
We know that privacy is a priority for our users in Europe and around the world. It’s why we’re always striving to set a higher bar, with new tools that put people in the driver’s seat when it comes to managing your own data.
The video cuts to Software Head at Apple, Craig Federighi’s WWDC21 Keynote presentation on privacy features and Mr. Cook ends with the following remarks.
These big privacy features are the latest in a long string of innovations our teams have developed to improve transparency and put users in control of their data. They’re features that will help give users peace of mind by strengthening that control and the freedom to use their technology without worrying about who is looking over their shoulder. At Apple, our commitment is to give users choice over how their data is used and to build privacy and security into everything we make.
Other privacy features on iOS 15 and iPadOS 15 include limited access to users’ Photos Library, song recommendations for Memories determined on-the-device, a new built-in authenticator for sign-in on Safari, secure copy and paste, and more.
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