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Privacy organizations praise Apple’s leadership:
Gus Hosein, International Privacy: “IP investigations of data brokers and ad tech companies reveal a complex and fast-growing industry that is opaque to the average user. Where there is a lack of transparency, exploitation thrives. Invisible and free data collection leaves users unable to exercise their rights and protect their privacy. Apple’s nutrition labels require the industry to be clear and direct with consumers, and tools like App Tracking Transparency will help people control the invisible leakage of their data. With these commendable innovations, the industry will finally feel pressured to change. Consumer awareness and technical solutions are important parts of the solution, but to avoid a cat and mouse game between industry players, we need substantive and enforceable regulation 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 unknown participants in a data tracking and targeting network. These changes will help rebalance the ecosystem so that data collection and sharing is more transparent and tracking is no longer the default. Systemic change of this breadth is a big step forward for consumers. ”
Tristan Harris, Center for Humanitarian Technology: “Today’s Apple Announcement Steps The Ecosystem From The Malicious Effects Of Secret Profiling And Microtargeting That Enable Many Of The Problems Outlined In The Social Dilemma.”
Knowledge of industry practices, such as data tracking, is only the first step toward a better privacy experience. Users also need the functions and controls to decide how their data is used and who uses it. Apple has led the industry in incorporating privacy protections into each of its products and services.
Over the years, Apple has introduced dozens of technologies that protect user privacy and help keep user data safe. For example, Safari was the first browser to block third-party cookies by default in 2005. In iOS 11 and macOS High Sierra, Safari added Smart Tracking Prevention to further limit tracking while still allowing users to websites work normally. In 2018, Apple introduced protections to prevent companies from taking Mac fingerprints, a practice in which third parties try to identify user devices based on data such as fonts and plugins.
