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Tech Giant Apple Dials ‘Privacy 2.0′ Keeping Users’ Privacy as Top Priority

With iOS 13 that is coming this fall, Apple users will probably have another reason to smile when it comes to data privacy and security

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FILE - Apple's App Store app is seen in Baltimore, MD., March 19, 2018. VOA

Not so long ago, Apple refused to unlock an iPhone for the US Federal Bureau of Investigation (FBI) sleuth, solely for the reason that users’ privacy has always been its topmost priority which can never be compromised.

What makes Apple stand out in the hullabaloo over privacy — at a moment when several tech giants such as Facebook, Google, Amazon and Twitter face intense scrutiny and record penalties from the governments for compromising users’ personal information — is its proactive approach towards maintaining strong security hygiene around its device and app ecosystem.

Now, to bolster its data security efforts in India, Apple on Sunday launched an out of home (OOH) privacy campaign in Bengaluru, Gurugram and Mumbai via TV, YouTube and social media platforms.

The idea is to reach out to people in the country and make them understand how data privacy has to be at the core of their devices.

The fact is: Apple is yet to face any big controversy over users’ privacy or data violation and for the company, “the user controls the data, not the company”.

Apple which listens to both internal and external viewpoints while ringfencing users from new-age cyber criminals, has now launched “Privacy 2.0” to give users peace of mind about their data and personal space.

Be it processing data on the device so that only user can see or minimising personal data collection as it design products, Apple is challenging itself to collect as little customer data as possible.

The idea is to disassociate the user from their data.

Apple in June announced a slew of new privacy features with iOS 13, like Sign in with Apple where the user won’t need to sign into Apple devices with third-party players like Facebook or Google.

The feature rivals similar sign-ins from Facebook and Google and guards the users by Apple’s Face ID 3D login system on iPhones and iPads.

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FILE – Apple Chief Executive Officer Tim Cook speaks at the Apple Worldwide Developer conference (WWDC) in San Jose, California, U.S., June 4, 2018. VOA

“Data collection is limited to the user’s name and email address, and Apple’s private email relay lets users receive email even if they prefer to keep their address private. Apple will not track users as they interact with your app,” the company said.

“All accounts are protected with two-factor authentication for superior security, and Apple will not track users’ activity in your app or website,” said Apple.

When it is necessary for data to leave your device to be processed or stored in the cloud, Apple would let you know and give you the ability to control it.

Every account using ‘Sign In with Apple’ is automatically protected with two-factor authentication. On Apple devices, users are persistently signed in and can re-authenticate anytime with Face ID or Touch ID.

“Sign In with Apple” works natively on iOS, macOS, tvOS and watchOS. It works in any browser, which means you can deploy it on your website and in versions of your apps running on other platforms.

Apple is also working on new security features to safeguard your photos and videos from hacking or third-party apps from reading your information.

Also Read: Social Media Platforms Now Weaponised, and There is NO Way Out!

“iOS 13 is twice as faster than iOS 12. The idea is to give Apple users a more agile and secure experience,” says Apple CEO Tim Cook.

With iOS 13 that is coming this fall, Apple users will probably have another reason to smile when it comes to data privacy and security.

“The Indian leg of the privacy campaign will begin from 28 July across out of home (OOH) platforms in Bengaluru, Gurugram and Mumbai, and television advertisements, besides and social media. The television ads will feature a privacy film featured on Youtube,” said a person aware of the details of the campaign. (IANS)

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Apple Needs to Sell More Devices and Create More Desi Content to Bring More People into Its Ecosystem

In order to make deeper inroads into the Indian living rooms, Apple needs to sells more devices and create more desi content to bring in more people

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Although Indians still spend nearly four hours a day watching TV, the shift to alternate screens is happening fast. Pixabay

The announcement of a cheaper Apple TV+ subscription — Rs 99 per month in India — has left the over-the-top (OTT) players a bit concerned but unless Apple strengthens its device ecosystem in the country, the real threat to players like Netflix, Amazon Prime or even the domestic players is still not there.

The original content streaming from Apple TV+ currently offers nine originals from the world’s most celebrated creative artists that will debut on the Apple TV app on November 1.

Apart from its own devices like iPhones, iPads and Macs, Apple will make the TV+ streaming available (via Apple TV app) on select Samsung smart TVs and Amazon Fire TV, LG and Sony platforms soon.

In order to make deeper inroads into the Indian living rooms, Apple needs to sells more devices and create more desi content to bring in more people into its ecosystem so that they can enjoy Apple TV+.

Apple, Sells, Device
The announcement of a cheaper Apple TV+ subscription — Rs 99 per month in India — has left the over-the-top (OTT) players a bit concerned but unless Apple strengthens its device ecosystem. Pixabay

The Indian entertainment scene is witnessing a seismic change with 30 over-the-top (OTT) platforms vying for space as players look to differentiate themselves, says a new KPMG report, adding that players like Netflix and Amazon Prime are aiming to create more desi content to bring more users to their platforms.

Massive capital commitments have been made by OTT platforms for building libraries of diverse original content over the last couple of years for the Indian audience.

Indian language internet users are expected to grow to 536 million by 2021 from 234 million in 2016.

As nine out of 10 new Internet users in India are likely to be Indian language users, it is vital for OTT players to cater to this audience in their native language, says the KPMG report, titled “India’s Digital Future: Mass of niches”.

Also Read- Engineers at MIT Creates Blackest of All Materials

Many OTT players are also investing in building their regional content libraries to match the demand.

For example, Prime Video has dubbed popular Hindi originals like “Inside Edge” and “Breathe” to Tamil and Telugu.

In addition to originals, Prime Video has also tried to increase depth in their regional library by dubbing English movies like “Alpa”, “Rampage”, etc. to Tamil and Telugu.

Similarly, Hotstar has used dubbing to launch the Hindi web-series “Criminal Justice” in six regional languages – Tamil, Telugu, Kannada, Bangla, Malayalam and Marathi.

Apple, Sells, Device
The original content streaming from Apple TV+ currently offers nine originals from the world’s most celebrated creative artists that will debut on the Apple TV app on November 1. Pixabay

“OTT players like Netflix and Amazon prime have started hiring writers to add contextual flavour to dialogues in English in addition to launching regional web series,” said the report.

Much of the video viewing in India is happening in a local language and YouTube, which has 265 million unique, active users has reported that over 95 per cent of its users watched videos in a regional language.

In India, the over-the-top (OTT) leader Netflix plans to invest Rs 600 crore per year in originals whereas Amazon Prime had committed Rs 223 crore in 2017 for the next 2-3 years in the country.

For some original series, Amazon and Netflix are spending in the range of Rs 1-2 crore per episode.

Also Read- Facebook Reportedly Working On A TV Streaming Device

For example, per episode cost of original series, including ‘Made in Heaven’ and ‘Mirzapur’ on Amazon Prime was between Rs 1 crore-Rs 2 crore.

Apple, on the other hand, has reportedly planned to spend $6 billion on creating original content but mostly in English as of now as its fight is more domestic — like taking on Disney that is likely to unveil Disney+ service on November 12.

Apple TV+ will be available from November 1 in over 100 countries, including in India.

It will be available on the Apple TV app on iPhone, iPad, Apple TV, iPod touch, Mac and other platforms, including online at tv.apple.com.

Customers who purchase new iPhone, iPad, Apple TV, iPod touch or Mac can enjoy one year of Apple TV+ for free. (IANS)