Apple wants to be the only tech company you trust


In his keynote address on Monday, Tim Cook came on stage with a sleek new look for other reasons for Apple's service. Intuitive, of course, there is a common Cupertino fussiness in the details, but there are important points in the end. "We are designed to keep personal information private and secure," he told the audience. The executives emphasized how careful attention was paid to relevant data and credit to users' privacy each time a credit card, news service, or premium TV channel service was released.

At right angles, Apple can see a broad picture of how it thinks about how services are being formed. In streaming and digital payments, Apple is competing with some sort of technology companies that are heavily influenced by Jobs and the iPhone. A good sense of design and software ecosystem is the table stake, but not enough to work favorably on Google and Facebook. Unlike big advertisers, Apple does not sell targeted ads and does not collect and distribute a huge amount of relevant ads. Because there is a choice, Apple speculates that it would want a digital wallet without a $ 1 billion advertising business. With that in mind, online services compete for trust, and Apple pit as a privacy provider.

It's not nearly the same as Monday's event. Tim Cook enriched Facebook scandals as a result of the scandal, taking Apple as a model of accountability, and federally enforcing data brokers and demanding new data privacy standards. For services like Photo and iMessage, where Google and Facebook offer nearly similar competitors, Apple has created a point at which to keep data locally on the device. It is an impossible stage of competition for business reasons.

New Apple Pay integrated credit cards, refurbished news apps, streaming services for games and TV, each with the same privacy policy. Spending money is incredibly sensitive data, making it profitable through the same data brokers that Cook regulates. Apple could argue that it is less interested in paying for data than Visa or Bank of America. When Apple Card's Goldman Sachs partnership came out, a carefully worded privacy promise appeared onstage. "Goldman Sachs does not share or sell your data to third parties for marketing." (Card's personal information page states, "Goldman Sachs runs your Apple Card.")

The same privacy issues may apply to articles you read. This information is potentially sensitive and can make money on your site due to cross-site trackers. The subscription service, at least in theory, leaves only data for Apple. Netflix and Amazon do not target ads, but a new generation of smart TVs can do more and more, so there's another reason to see them on iPad instead of iPad.

Like most Apple projects, this is more about ecosystems than any other service. If Apple truly believes that protecting your data is better, it will not stop at only using the Apple Card for payment. You may want to use Apple services for all your sensitive data. Of course you should use Apple devices. Although the company does not pay for the Apple Card itself, services that focus on privacy can pay huge dividends from other parts of the company. Crucially, Apple is still collecting a lot of data. In most cases, it is shared with a small number of companies.

There is a skeptical reason. Apple still collects a lot of data to optimize its services and sometimes offers targeted ads, even if it is not on Google and Facebook. The fact that the service is private is less convincing for Apple's main competitors Netflix and HBO on streaming TV. Both sell products that are very straightforward without advertising hateful ads to fund their products. Perhaps most importantly, Apple's new reputation as a privacy guard goes beyond the history of iCloud's account hacking. In particular, there are 2014 hacks that compromise celebrity accounts and flood your nude photos with internet. Even if you trust Apple completely, you can put your data in a single central entity that knows who you are. It is inherently dangerous to use a patchwork of federated products.

I'm trying. The trust in the current technology world is not serious, and if a company can eliminate the gap, it will be rewarded with tremendous rewards. It's not easy to compete with Google or Facebook. This kind of privacy policy may be the best option. As Apple rushes into the service business, it is a necessary kind of angle.

Open

Close