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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)

Next Story

Upcoming Apple iPhone May Have Qualcomm Ultrasonic Fingerprint Sensor

Apple might be using OLED displays from Samsung that are thinner than the displays currently being used

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Apple
As per the report, Apple may use Qualcomm's X55 modems in all its 2020 iPhones, which support both mmWave and sub-6GHz spectrum. Pixabay

Apple is reportedly planing to use Qualcomm’s ultrasonic fingerprint sensor technology in one iPhone model, set to be released in 2020.

The iPhone maker was partnering with Taiwanese touchscreen maker GIS to develop an iPhone for 2020 or 2021 that could use the under-display tech, MacRumors reported on Wednesday.

Qualcomm unveiled the new 3D Sonic Max ultrasonic fingerprint reader on Tuesday at its third annual Snapdragon Technology Summit.

Qualcomm supplies ultrasonic fingerprint sensors for Samsung’s Galaxy S10 and Galaxy Note10 smartphones. But iPhones could use an even more advanced version of the technology by 2020 or 2021 rolls in.

J.P. Morgan analyst Samik Chatterjee believes, Apple will release a 5.4-inch iPhone, two 6.1-inch iPhones and one 6.7-inch iPhone with 5G connectivity in 2020.

Chatterjee predicts the company may introduce two high-end models (one 6.1-inch and one 6.7-inch) with support for mmWave, as well as a triple-lens camera and “world facing” 3D sensing for improved augmented reality capabilities.

Apple
Apple is reportedly planing to use Qualcomm’s ultrasonic fingerprint sensor technology in one iPhone model, set to be released in 2020. Pixabay

While, two low-end models (6.1-inch, 5.4-inch) will not have mmWave or World facing 3D sensing, and will have a dual-lens camera.

As per the report, Apple may use Qualcomm’s X55 modems in all its 2020 iPhones, which support both mmWave and sub-6GHz spectrum.

ALSO READ: What Is So Special About the African Jungle Safari?

All four iPhone models will have OLEDs. Apple might be using OLED displays from Samsung that are thinner than the displays currently being used. (IANS)