At its 2019 developer conference Apple introduced new measures to strengthen user privacy protection, as a point of differentiation from other big tech companies.

Wei Shi

June 4, 2019

3 Min Read
Apple iOS 13 launch

At its 2019 developer conference Apple introduced new measures to strengthen user privacy protection, as a point of differentiation from other big tech companies.

Apple is hosting its 2019 edition of Worldwide Developer Conference (WWDC) in California. On the first day the company announced a number of new products including the iOS13, new version of MacOS (called “Catalina”), the first version of iPadOS, and WatchOS6. At the same time, iTunes, which has been around for nearly two decades and has been at the vanguard of Apple’s adventure into the music industry, is finally retired. At the event, Apple also unveiled the radically revamped Mac Pro. Instead of looking like a waste basket (as the 2nd generation did), the new top end desktop computer looks more like a cheese grater.

One key feature that stood out when the new software was introduced was Apple’s focus on privacy, in particular the new “Sign in with Apple”.  It will be mandatory for apps which support 3rd-party log in to also include this new option, in addition to, or as Apple would like it, instead of, Facebook and Google. Although Tim Cook, in a post-event interview with CBS claimed “we’re not really taking a shot at anybody”, Craig Federighi, Apple’s software chief, was pulling no punch when introducing the feature. After showing the current two options to sign in apps or websites, he declared Apple wanted to offer a better option, which will be “fast, easy sign-in without all the tracking.”

In practice this means Apple will act as a privacy interlocutor. A user can log in to an app or a website with his or her Apple ID. Apple will then verify the email addresses, make dual-factor authentication, then send developers a unique random ID, which Apple asks developers to trust. Users can also choose to use TouchID or FaceID for authentication. In addition to the Apple products (iPhone, iPad, Watch, etc.), and it can also work on browsers built on other platforms (Windows, Chrome, etc.).

In addition to Sign in with Apple, the company also updated its Maps, so that apps that track users’ location would need to ask for permission every time it is activated. On MacOS, all apps need to request permission to access the user’s files on the computer, while Watch users can approve security requests by tapping the button on the side.

Although both Facebook and Google have been talking up about their focus on privacy, these companies have an intrinsic conflict of interest: their business model is built on monetising user data. Apple, on the other hand, makes money by selling products and services. Therefore, it is in Apple’s own interest to guard user privacy as close as possible, to enhance current and future consumers’ trust. By making privacy protection its differentiator, or as TechCrunch called it, delivering “privacy-as-a-service”, Apple is elevating the match to a level Google, Facebook, and other internet companies will be challenged to match.

About the Author(s)

Wei Shi

Wei leads the Telecoms.com Intelligence function. His responsibilities include managing and producing premium content for Telecoms.com Intelligence, undertaking special projects, and supporting internal and external partners. Wei’s research and writing have followed the heartbeat of the telecoms industry. His recent long form publications cover topics ranging from 5G and beyond, edge computing, and digital transformation, to artificial intelligence, telco cloud, and 5G devices. Wei also regularly contributes to the Telecoms.com news site and other group titles when he puts on his technology journalist hat. Wei has two decades’ experience in the telecoms ecosystem in Asia and Europe, both on the corporate side and on the professional service side. His former employers include Nokia and Strategy Analytics. Wei is a graduate of The London School of Economics. He speaks English, French, and Chinese, and has a working knowledge of Finnish and German. He is based in Telecom.com’s London office.

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