Following news that Apple has made a number of privacy enhancements to Apple products;
Lynnette Luna, Principal Analyst at GlobalData, a leading data and analytics company, offers her view:
“Ever since 2016, when the company went toe to toe with the FBI over wiretapping, Apple has aggressively positioned itself as the champion of user privacy. In 2021, privacy has become a key tenet of Apple products.
“Apple’s announcement at WWDC 2021 that its next big update of iOS, iOS 15, will include a new privacy dashboard, tackle secret email tracking and include its own built-in authenticator app will no doubt be another blow to the advertising industry, which is currently reeling from its curb on personalized ads served up to iPhone users who choose to turn off ad tracking. Many advertisers rely on email tracking to determine how many email recipients open their emails.
“We are likely to see Apple continually position itself as the great protector of privacy, which offers up another reason for consumers to buy into the ecosystem. At the same time, it is expected that companies such as Facebook, which heavily rely on targeted advertising, will protest these moves and challenge Apple’s position as the great regulator of privacy. Apple is already under fire for its gatekeeper status over the App Store.”
