Privacy

Privacy is the right to the security of one's own personal information.

History at Apple[]

Apple’s_Craig_Federighi_Explains_iOS_14.5's_Privacy_Features_-_WSJ — Apple’s Craig Federighi Explains iOS 14.5's Privacy Features - WSJ

Apple drew attention to the topic by holding a Data Privacy Day on January 28, 2021.^[1]

Apple introduced privacy controls in iOS 14.5, iPadOS 14.5, macOS 11.3, and tvOS 14.5 on April 26, 2021 to prevent apps and websites from clandestinely tracking the activity of users without their explicit permission.^[2]^[3]

	“I believe people are smart and some people want to share more data than other people do. Ask them. Ask them every time. Make them tell you to stop asking them if they get tired of your asking them. Let them know precisely what you’re going to do with their data.”
	— Steve Jobs, 2010

In iOS 15, iPadOS 15, and macOS Monterey, Apple deployed additional privacy features:^[4]

No tracking pixels: The Mail app will use proxy servers to prevent email marketers from detecting when and where messages were opened through the use of hidden pixels.
Private Relay: paid subscribers of iCloud's storage service (iCloud+) will be provided a proxy service that hides user IP addresses.
Hide My Email. iCloud subscribers will also be able to use temporary "burner" addresses in the Mail app.
App Privacy Report: users can find out which apps gather data for sale to 3rd parties, and track the apps' access to the microphone and camera.

Some privacy features will not be available in other countries, such as China, in order to comply with local regulations.^[5]

Opposition to privacy[]

Apple_vs._Facebook-_Why_iOS_14.5_Started_a_Big_Tech_Fight_-_WSJ — Apple vs. Facebook- Why iOS 14.5 Started a Big Tech Fight - WSJ

Facebook called app tracking transparency "harmful" and was reportedly planning to file a lawsuit against Apple for being "unfair" as the changes directly affected its ability to earn revenue from the gathering and marketing of user data. Facebook's market value was impacted by an estimated $10 billion loss of sales as advertisers shifted to Google ads as a result of the transparency requirements.^[2]^[6]^[7] Some advertisers reportedly shifted their budgets from iOS to the Android platform in the short term, as it did not yet have similar anti-tracking features.^[8] Following the Cambridge Analytica scandal at Facebook, the U.S. Senate began considering a bipartisan data privacy bill to require other tech companies to follow Apple's example in transparently reporting apps that track its users.^[9]

Privacy in education[]

Schools and organizations that use Apple devices for educational purposes are obligated to comply with applicable privacy laws and regulations, such as the Family Educational Rights and Privacy Act (FERPA) and Children's Online Privacy Protection Act (COPPA) in the United States, or the General Data Protection Regulation (GDPR) in the European Union. Apple maintains certifications in compliance with the ISO/IEC 27001 and 27018 information security standards.^[10]