Home / Technology / Apple debuts in a Data Titans duel | John Naughton

Apple debuts in a Data Titans duel | John Naughton

IJust downloaded v14.5, the newest iOS version, my iPhone-powered operating system, the new features offered include the option to unlock the phone with Apple Watch while wearing the mask. Support for the so-called AirTag, a separate skin tone format for couple’s emojis. And a wider variety of voice options for Siri, Apple̵

7;s voice assistant. These “features” weren’t very useful to me, but the 14.5 model. do Added what I am deeply interested in – the ability to control which apps are allowed to track my activity on third-party apps and websites.

Apple calls this “App Tracking Transparency” (ATT) and it relates to a code known as “Advertiser Identity” or IDFA. It turns out that every iPhone comes with one of these identifiers. It aims to give hucksters aggregate information about user interests, ponder for a moment, and then ponder the irony of the company that since 2013 has been selling such tagged devices while bragging about its commitment. Towards the privacy of the user Of course, Apple’s defense is that savvy users can disable IDFA via their phone’s Settings and Privacy menu, a response that evasive enthusiasts will perceive as a gospel trick. It is used by technology companies who know that most customers prefer raw seaweed rather than interfere with it. With factory defaults on their devices.

But iOS 14.5 seems to change all of that.Now, iPhone users are asked if they want to opt in to tracking. A pop-up dialog appears stating “Allow. [app name] To track your activity on third-party apps and websites ”and there are two options:“ Ask App Not Track ”and“ Allow ”. By the wayPlease note that this message says “Ask” instead of “Tell”, which is another subtle indicator of how much technology companies care about their user agencies.

When Apple announced months ago that it was planning to make this change, the big picture in the tracking racquet was swiftly inferred, rightly assuming that many iPhone users would refuse to be tracked when offered. Such a clear escape route Suddenly, a lucrative $ 350 billion business collecting user data to sell to data brokers or link users’ app data to third-party data collected to target ads is under threat of the rules. New, Apple said it would affect other app processes as well, including sharing location data with data brokers and the use of hidden trackers for ad analysis purposes. As the brunt of the storm, Apple decided to postpone its launch to give the industry “time to adapt” to the coming realities, breaking the golden rule that thugs shouldn’t take a break.

Over the past week, we’ve been followed up by raucous displays from the vigilant capitalist group led by Facebook as usual, costly full-page ads were used in serious newspapers, confusing the changes. The brutal and capriciousness imposed by Apple will affect small businesses, which will no longer be able to reach customers as easily as they were before. Collecting their own data, while it is almost impossible for their competitors to use the same information. They claim it’s about privacy. But it’s about profit We are not deceived It’s all part of Apple’s transition from innovative hardware products to data-driven software and media. ”

As an example of a slag pile that calls for a black kettle, this takes time to hit. So is the amazing picture of the $ 872 billion company crying alligator tears over the fate of small businesses unable to reach their target audience with embroidered handkerchiefs and humane rabbit traps. It’s hard to see if rabbit trap vendors need information on what someone is doing on a fitness app to effectively advertise it to their customers.

But before I talk about the bad and misguided violin for Apple. (Currently worth $ 2.2tn), it’s worth remembering that New York Times Point out that there is a strange omission to mention that the new enthusiasm for transparency is good for business and for iPhone owners, everything boastfully boasted that iPhones are great at privacy and creating awe. Fear that targeted digital advertising is harmful But it would be less convincing to remember that Apple spends billions of dollars each year from Google, the world’s largest targeted advertising company, for. There is a default search engine on Apple devices.

The ironic mystery underpinning this organizational failure is that no one knows how big Apple’s new facility will become, will iPhone users choose not to use tracking because of the tracking exploit. Are you afraid? Or do people feel more relaxed about it than they tell opinion polls? Only time will tell. For now, the only thing is certain, this columnist is opting out.

What i have read

Numbers game
The woman who broke the free market legend was lovable. New York Times An essay by Zachary Carter on Joan Robinson, the underrated keynesian economics heroine.

Bog standard
In a remarkable essay in Baffler, Sami Emory asks why the marshes receive such bad media.

Chip with everything
Someone has to operate a chip factory. Noah Smith subtext on why we neglect the stem study at our risk.

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