What has happened?

‘Chaos’ is a word used by Apple CEO Tim Cook to describe the digital world Silicon Valley has created. A world driven by exciting technological innovation at the cost of privacy and moral responsibility. In response, security has now become a major feature of the Apple brand with Cook aiming fire at other tech giants for weak data security policies.

Apple’s core approach is; a new Sign-In feature whereby users login to apps with their Apple ID, bypassing the need to use an email or social account filled with your data. If an app requires an email address, Apple will allow you to generate a unique random email address to keep your own private. Any mail you receive will then be forwarded to your actual inbox. This is designed to prevent Google and social media apps from tracking the individual which while beneficial for the user has a significant impact on developers and the advertising industry alike.

The Media Store Take

Security and privacy have become a commodity – which we value yet simultaneously ignore when it prevents access to an app, website or device. For Apple to take these security steps and publicly announce them as a selling feature for the iPhone drives home that they are serious about privacy. Also demonstrating Apple as making a Brandstand to embed trust,

However it’s a complex road. To be part of Apple’s ecosystem means having your data shared across multiple points. One can only hope it’s secure over each device. Security is highly valued by all and now marks a USP for Apple over competitors until they eventually implement similar policies.

The move by Apple will inevitably impact the media landscape. To have a third of the world’s smartphone user information go dark means agencies and publishers will have less data to work with. Consequently, profiles of users will be less accurate over time and targeting methods flawed.

This is a strong step towards privacy, and builds Apples trust with a view to attract more consumers over time but the industry needs to be mindful of the impact on data availability.

Joseph Badaan