Applegot caught upin a plot of “ me too ” during this year’sWWDC keynote address , but if you listen tight , you point out that it ’s starting to huckster products not just on their purpose or their power , but on how they protect a user ’s privateness . Meet Apple ’s new private-enterprise full point of difference .
If you go back and look atApple ’s WWDC tonic , you observe that after almost every new feature declaration where a substance abuser ’s data is analysed to present new information ( fresh Spotlight ; Proactive Assistance in Siri ; Mail updates ; Maps updates , etc ) , Apple double back to assure drug user that the data being analysed is n’t being transmitted back to the mothership .
It ’s curious , because it means Apple does n’t get as much data on its users as it might wish . Apple would probably bonk to eff more about what its users are doing on their equipment . Any fellowship would . By break down how customers really user their devices and analysing that so - called “ big data ” , companies are capable to figure out great deal of clobber : how to deal things to dissimilar people ; which feature to pursue next ; which features need improving , and lots more .
By sacrifice some of the big data potential on the iPhone and iPad , Apple is carving itself out as one of the most secure gadget companies in the world .
It ’s a sales event journey Apple by all odds needed to go on , too . There have been example of security measures flaws inApple bread and butter that chair to a diary keeper lose his digital sprightliness , an iCloud hackspecific to Australia , and leaks in stored data point in the swarm that led tocelebrity picture being leak out . Apple had to do something to tell user that it ’s safe to lay in your stuff in Cupertino again .
It ’s even interesting to depend at how Apple sold security back before these major breaches occur . Take TouchID , for example . When Apple unveil its fingermark security system nest under the house buttons of new gadgets , everyone was a tad mistrustful about lending their biometric datum to the fruit stand . Security experts tell that passwords are still more secure , because if your fingermark datum is lost , you ca n’t just go and make up another one . Apple carefully explained that TouchID data lived on the gadget and was never transmitted to the cloud for safety gadget . People nodded their heads , reasonably assure that this was a safe elbow room to secure their equipment .
stick out forward to this week ’s WWDC keynote , and a slide on the security and privateness functions of Siri ’s new Proactive Assistant feature film draw off a round of hand clapping from developers . Apple ’s Craig Federighi said that all the selective information for Proactive Siri lives on a user ’s equipment , and not in the cloud meaning that unlike Google Now , Apple is n’t mining that data point for penetration on its exploiter . It ’s arguably less serious than biometric security measures in TouchID , but still it pull out a massive round of applause becauseApple said that it ’s differentthan “ the other cat ” , mean Google and Microsoft .
And that ’s not the only privacy feature of speech announce by Apple at WWDC . Apple talked about everything from two - broker authentication for password correctly down to implementing six - digit passcodes on iPhone lock screen .
Now , it ’d be primitive to think that Apple is n’t collecting any information on how client habituate their devices . It ’s sure as shooting collecting some , but it wants people to know that the selective information being collected is n’t in person identifiable or potentially raw .
Security talks from Apple used to be footnotes in presentation like this , now they ’re announced like key feature . security system and privacy feature used to be said out aloud to check users it was safe to keep your digital life on an Apple equipment . Now it ’s a key competitive vantage for Cupertino . Whether it works to keep all of our data safe from the inglorious hats in future stay is a head only time can answer .
Luke Hopewell is the editor ofGizmodo Australia , where this story was originally published . He travel to WWDC 2015 as a node of Apple .
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