Privacy No Longer a Marketing Angle for Apple, It’s a Service

Darrell Etherington, writing for TechCrunch:

Apple’s truly transforming into a privacy-as-a-service company, which shows in the way that it’s implementing both the new single sign-on account service, as well as its camera and location services updates in iOS 13. The SSO play is especially clever, because it includes a mechanism that will allow developers to still have the relevant info they need to maintain a direct relationship with their users – provided users willingly sign-up to have that relationship, but opting in to either or both name and email sharing.

For years, a major point of debate in tech circles has been the friction between privacy and convenience, particularly as relates to web services offered by companies like Apple and Google. Apple’s privacy-sensitive approach has, in some people’s view, hamstrung it from offering the same level of convenience in its services that’s found in competing services from Google, Amazon, and others who rely on sending your data to the cloud for analyzing.

This year at WWDC, Apple’s new privacy-focused initiatives seem to be striking more of a balance between convenience and security. The company’s new Sign in with Apple feature is a great example: it provides developers a way to contact their users directly, while still protecting those users’ actual email addresses so they can’t be sold to third parties. In my view that’s a brilliant win-win, and the type of innovation I hope we see more of in future products.