Apple first introduced its “Sign In With Apple” service last year as an alternative focused on the privacy of Google and Facebook. Often, they are used as a convenient alternative to signing up for a new account whenever you want to try a new app or read a news story. For many people, it is easier to trust a single login and password. Unfortunately, every time you use a Google and Facebook login, that allows the website in question to request information about you, such as your name, date of birth, your Internet activity, and more. Google and Facebook in turn collect a lot of information about you, which they often use to serve you ads.
According to the company, Apple’s login service cares more about your data than the other two because it will allow you to limit the amount of private information that applications typically obtain. So for example, while sites and apps will still be able to request your email address, Apple’s login offers the option to hide it. Additionally, Apple will also allow you to generate a unique and random email address that can forward messages from those services to your inbox. This, Apple says, will prevent companies from knowing your real email. Apple also states that it will not allow these third-party companies to use login to track their activity on the Internet such as Google or Facebook.
As a way to spread the Sign In with Apple service to its customer base, the company made it mandatory for apps to include it as an option if they already had third-party sign-ins. But as widespread as it is, most people are likely to already have existing logins on Google or Facebook that they use with their favorite apps. And while Apple’s sign-in option might have better privacy features than its rivals, A) that’s not the kind of information that’s easily passed on in most apps, and B) most people probably won’t. they care a lot.
App Clips, however, could significantly change the adoption rate for Sign In with Apple. Since these are apps that users don’t have yet, chances are they’ll simply choose the Sign In With Apple option instead of having to go through a whole new account account.
In addition, Apple is opening the possibility that App Clips work even for companies that do not have a specific application of their own. He announced that he is allowing listing apps for multiple companies, like Yelp, to create App Clip “experiences” for each. So, for example, you could launch an “App Clip” for a plumber you found on Yelp, and pay for your services that way.
As for why Apple would want users to use its login service compared to Google or Facebook, there are a few reasons. One is that this makes the iPhone a more holistic experience for all of Apple, which is a clear priority for the company. Consider how Apple tries to win users away from Google Maps and Apple Maps. This reduces Apple’s dependency on third parties and, more importantly, gives you much more control over the user experience.
Also, Apple’s login service is a way to separate yourself from the competition. As iOS and Android become increasingly similar in terms of services and features, privacy is where Apple hopes to differentiate itself. This is clearly a priority for the company, as evidenced by its giant CES ad saying “What happens on your iPhone stays on your iPhone.” If people continue to log in with Google or Facebook, Apple’s claim falls apart pretty quickly. But by making it much easier for users to use Sign In with Apple, you can make privacy a priority. And, the more people use the service, the easier it will be for the company to argue that users really care about privacy.
Of course, the success of this ploy is based on the popularity of App Clips. As mentioned, Apple is pushing for App Clips to be used mainly in very specific contexts such as scooter apps or parking apps, and its appeal is mainly for new users (regular users will probably just go ahead and download the full application). As with Android instant apps, most developers will probably prefer that you download the full version. And it’s worth noting that instant apps never had enough traction on Android, likely due to low developer adoption. But considering Google and Facebook’s dominance in this field, Apple could use any help it can get.