It’s true that Apple’s main business model is to sell phones and computers, not advertising. So it makes sense that it doesn’t exploit users’ personal data in the same way advertising-based businesses like Facebook and Google do. But the new services Apple announced today, by their very nature, will accumulate some of their users’ personal data – among other things, actions we choose, information we enter, things we purchase, and shows we watch.
Apple’s attitude toward privacy hasn’t always been celebrated. In 2015, when the company refused to help the FBI unlock an iPhone that belonged to one of the San Bernardino shooters, it was a controversial move. While some saw Apple taking a stand as an admirable commitment to their customers,for refusing to aid in the investigation of a horrific mass murder.
Then Cambridge Analytica happened, and everyone – everyone! – started giving a shit – a big shit! – about privacy. There had always been amorphous creepiness, a general, fuzzy outline of creepiness surrounding how tech giants handled people’s personal information – ” Isn’t it so creepy how you buy shoes on one website, and then an ad for the thing you just bought follows you around the internet?” “Haha, couldn't you justBut suddenly, even if people didn’t understand all the details, many realized that privacy on the internet was fundamentally broken.Facebook reacted to the public and political outrage by running full-page newspaper ads saying, “We have a responsibility to protect your information. If we can’t, we don’t deserve it.
Not really. They can be hacked.
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