Editor’s note: Richard McLain, CEO of INE, a provider of technical training for the IT Industry.
CARY – A simple day of reading the news, running errands and stopping for an ice cream cone could cost you dearly when it comes to your privacy. So says Apple in a new 11-page report that reveals alarming details about the ways in which apps are tracking users, and exactly how much of your privacy you are giving up when you choose to use them. The report is part of Apple’s rollout of a new privacy control policy, expected to hit devices this Spring. It aims to prevent iPhone apps from secretly shadowing people, and will give users much more control over how much personal data they share.
But a battle is brewing among the FAANG firms, and users are caught squarely in the middle. Facebook is slamming the new feature known as App Tracking Transparency in a high-profile campaign that included a series of full-page ads in The New York Times, The Wall Street Journal and other national newspapers. The campaign claims some free digital services will be hamstrung without access to the personal information they use to customize ads. Facebook’s CEO Mark Zuckerberg is publicly calling into question Apple’s motives, saying the tech giant “has every incentive” to interfere with rivals, and “Apple may say they are doing this to help people, but the moves clearly track their competitive interests.”
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Google – which has not joined in the public criticism of the new privacy policy – stands to suffer from it nonetheless. It is warning that the new controls will have a significant impact on ad revenue, adding a “handful” of its iPhone apps will be affected by the new requirement. Google, however, reaps enormous benefits from a partnership with Apple as the default search engine on the iPhone, a prize for which it pays as much as $12 billion a year to retain.
Apple had originally planned to debut the App Tracking Transparency feature in September, but delayed the launch in an effort to appease critics that depend on data surveillance to sell ads. The iPhone maker says the extra time should give app makers like Facebook time to adjust to the new feature, which will require iPhone users to give their explicit permission to be tracked. Industry analysts expect a significant number of users to deny that permission. Apple has not provided a specific date for the launch of its App Tracking Transparency feature, but has indicated it will debut in March or April.
For steps you can take right now to boost your privacy, see INE’s article on WRAL Techwire.
About the author
Richard McLain
Richard McLain is the Chief Executive Officer of INE, one of the world’s premiere Information Technology training firms. Richard’s vision is to develop tomorrow’s IT experts through a savvy approach combining practical hands-on training with videos and assessments. Richard graduated from Auburn University with undergraduate and graduate degrees in Software Engineering. He has honed his business and software leadership experience across various technology sectors. Since beginning his journey with INE in 2010, Richard has focused on creating an IT education platform that has trained students worldwide and continues to drive client value through new and innovative learning techniques.
