Privacy organizations praise Apple’s leadership:
Gus Hosein, Privacy International: “PI’s investigations into data brokers and ad-tech businesses reveal a complex, fast-growing industry that is opaque to the average user. Where there is a lack of transparency, exploitation thrives. Invisible and free data collection does not allow users to exercise their rights and protect their privacy. Apple’s nutrition labels require the industry to be clear and upfront with consumers, and tools like app tracking will help people exercise control over the invisible leakage of their data. With these commendable innovations, the industry will eventually feel pressure to change. Consumer awareness and technical solutions are important parts of the solution, but to prevent a cat-and-mouse game between actors in the industry, we need substantial, enforceable regulations to stop this exploitation of our data. ”
Jeff Chester, Center for Digital Democracy: “Apple’s new data privacy tools ensure that people have greater control over their personal information. Data brokers and online advertisers will now have to act more responsibly when dealing with consumers using third-party applications on Apple devices. ”
Michelle Richardson, Center for Democracy and Technology: “Too often consumers are unaware of participants in a web of data detection and targeting. These changes will help balance the ecosystem so that the collection and sharing of data is more transparent and that detection is no longer the standard. Systematic change of this width is a big leap forward for consumers. ”
Tristan Harris, Center for Human Technology: “Today’s Apple announcement moves the ecosystem further away from the malicious effects of secret profiling and microtargeting that make many of the problems in The Social Dilemma possible.”
Awareness of industry practices such as data tracking is only the first step towards a better privacy experience. Users also need the features and controls to decide how their data is used, and by whom. Apple has led the industry by incorporating privacy protection into all of its products and services.
For years, Apple has introduced dozens of technologies that protect the privacy of users and help keep users’ data safe. Safari, for example, was the first browser to block third-party cookies by default back in 2005. In iOS 11 and macOS High Sierra, Safari has added Intelligent Tracking Prevention to further limit detection while still enabling websites to function normally. In 2018, Apple introduced protection to prevent companies from making Mac fingerprints – a practice in which third parties try to identify users’ devices based on data such as fonts and plug-ins.