In essence, the company said it is telling customers it is not interested in their personal data, even as it must use more of that data to deliver personalized products.
The move comes as the company releases the new Apple News service which behaves like your personal news recommendation engine. Tech giants such as Google, Facebook and Twitter have always been using algorithms to serve piping hot headlines from the Web to consumers while using their reading habits to enhance the vast trove of data the companies keep on every user.
“We don’t use what you say in email, chat, video calls or voice mail, or your documents, photos or other personal files to choose which ads to show you“, was how Microsoft put it. “We also place restrictions on our partners so they don’t create a long-term trail of identifiable searches by you or from your device”. A “Manage Your Privacy” section details how to adjust your exposure to data sharing and any potential scams, and there is also a section dedicated to explaining how Apple works with governments, though that remains largely unchanged from a previous update in 2014. When readers clear their history in the app, the information is deleted, Apple said.
Sure, Apple Maps has improved significantly in the past few years since it launched, but for many Apple users it still doesn’t hold a candle to Google Maps.
Apple is also expected to offer a Google Street View-like feature of its own soon, as company-branded vans and cars equipped with 3D camera gear used for mapping recently roamed the streets of the USA and the United Kingdom It may take a while to catch up to Google in terms of Street View maps, but Apple nonetheless seems to be making notable progress with its Apple Maps.
“Since our business doesn’t depend on advertising, we have no interest in doing this – and we couldn’t even if we wanted to…” And how companies decide to handle that data going forward will define what “privacy” means for everyday people around the world, experts warn. Apple claims that iOS9 has multi-tasking capabilities that will make your iPad more productive. With HomeKit and CarPlay, Apple is trying to enter the market for home and auto connected devices.
These offerings may be a reason why Apple is investing so much time now to explain why they should care about privacy. This will in turn reduce the user’s effort to search for certain locations.