Among other privacy upgrades, Apple also launched an online portal yesterday where users can look up what type of data the firm stores about them, and change or delete that data.
The tool was tested in the EU earlier this year to coincide with the regionβs introduction of the GDPR data protection laws. The information that Apple stores could include photos, calendar entries, documents, reminders, bookmarks, repairs history and App Store purchases.
This forms part of Appleβs wider narrative to portray itself as a business that generates income from selling physical products instead of selling client info to advertisers.
In March 2018, CEO Tim Cook said: βThe truth is, we could make a ton of money if we monetized our customer β if our customer was our product. Weβve elected not to do that.β
Facebookβs Mark Zuckerberg responded by calling Cook βextremely glibβ, and defending Facebookβs business model as the only rational one for his company.
Apart from the search facility, Apple also announced a number of improved privacy initiatives with its new iOS 12 operating system and new website. The firm is promoting its βIntelligent Tracking Preventionβ system, which attempts to stop the type of information collection that makes it possible for advertisers to show consumers ads based on their recent web searches or purchases.
The firm has also modified certain settings to prevent browser or machine βfingerprintingβ, which allows someoneβs device to be identified by using its unique preferences and settings (e.g. specific fonts), even if the user blocked other types of data tracking.
Apple also plans to fully encrypt Group FaceTime video chat, as well as the new βScreentimeβ feature, which shows how often people use their devices.
Cook will be the keynote speaker at this yearβs International Conference of Data Protection and Privacy Commissioners.
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