By launching IOS 13, Apple has declared war towards the digital advertising industry. As usual, the way this tech giant protects its users serves as a huge plus.
In the recent WWDC 2019 in San Joe, Apple lovers have been blown away by excellent features of the new, innovative IOS 13 and iPadOS. However, different from what most of us expected, it wasn’t the Dark mode or the swipe texting feature which won the heart of more than 6000 attendees.
The spotlight of the event belonged to the “Sign in with Apple” feature. Yes, we all know how serious the privacy issue has become these years. Still, it seems like there is no practical solution to this problem.
For years, internet users have been so insecure, and some even feel threatened by Google and Facebook’s sleazy tracking practices. And with just a snap of fingers, IOS 13 brings this tricky problem to an end.
Apple Against Facebook and Google?
On Monday morning, in the framework of Apple’s WWDC, this tech giant showed no hesitation taking a shot at rivals Facebook and Google. For long, sharing users’ data has been a pain point in Silicon Valley.
Indeed. At the event, an Apple executive has pointed out the two main alternatives most users choose to handle the sign-on process: Facebook and Google and compared them with Apple new service.
Sign in with Google and Facebook – The Familiar Methods
We cannot deny the benefit when signing into an app by using our Facebook and Google account. Now, we don’t have to wait forever, creating a new account and remembering its password. Facebook and Google can keep your apps under the same account.
However, it comes with a price. In return for that convenience, Google and Facebook can have the users’ data for free.
Yes, you use an app which gets access to Google and Facebook data, and boom – Facebook and Google knows everything. Don’t think it’s magic when an advertise of what you have in mind lately shows up on your Facebook newsfeed.
The picture of how Facebook and Google are selling our data is crystal clear. And although we couldn’t do anything, the fact they steal it is still unpleasant.
“Sign in with Apple” – The New Trump Card Of IOS 13
The strength of Apple is that they offer what people need. Yes, many nowadays feel unpleasant of scraped, bundled, and sold data. And the company cannot miss the chance of becoming a privacy-first brand.
“You are not our product. iPhones and iPads are. We respect you and treasure your data. So, we want to help you protect your private data.”CEO Tim Cook said
With that mission, Apple has launched the “Sign in with Apple” feature on iOS 13. This game-changing feature lets you use your Apple account to log-in any apps without sharing your data unwillingly.
“We want to bring you a better experience. It provides lightning-fast and easy sign-in without being tracked by a third party.”– said an Apple executive
Apple releasing this service has opened a new argument in Silicon Valley on the topic of user privacy fraught. Most tech giants believe that privacy is a huge issue. However, Apple thinks that Google and Facebook shouldn’t compromise users’ data for their free, ad-supported services.
Apple Vs. Google and Facebook
Apple’s new service is a direct shot at trackers and social logins. Indeed. If “Sign in with Apple” feature succeeds, it would be able to close — or at least limit— the scenario of leaking data for corporations like Facebook, Twitter, and Google.
IOS 13 – A declaration of war?
Standing on the viewpoint of protecting the privacy of users, Apple is outperforming its two competitors. They allow users to decide whether they want to share their email or not.
Typically, most companies extract data from users’ email address for advertising purposes. Therefore, hiding the real email address is an effective strike against advertisers.
Tech reporter Walt Mossberg believed that this new service from Apple acts as a declaration of war towards the entire digital advertising industry. Many also agree with Mossberg’s statement. It indeed is a sharp stab at the digital advertising industry, especially Google and Facebook.
“Stockpiles of personal data serve only to enrich the companies that collect them,”Cook argued
The declaration is even more evident when Apple gave out statistics, on-screen comparisons and smug references to “the other guys.”
This tech giant implies that out there is a less private and less safe world. And thus, to protect yourself, staying in Apple’s guarded garden is the greatest solution so far.
From Apple’s viewpoint
However, Apple Chief Executive Tim Cook affirmed that launching Sign in with Apple is for the benefits of users only.
“We’re not aiming at or attempting to bring anybody down,”Cook claimed in an interview with CBS News’ Norah O’Donnell.
Also, Apple’s senior vice president of Software Engineering, Craig Federighi shared his opinions at the WWDC event.
“We always protect your identity and data. And that idea didn’t come out from nowhere. At Apple, we always believe that privacy is a basic human right. Therefore, we create everything based on that mindset.”He said
The Main Advantages Of “Sign In With Apple” in IOS 13
“If you are looking for a fast and easy way to sign in without all the tracking, Sign in with Apple is what you need.”Apple Vice President, Craig Federighi, assured during the company’s WWDC in San Jose.
As usual, we can expect some significant open questions in a big tech conference like the WWDC. The wonder, which most attendees bared in mind that day, was: The game-changing “Sign in with Apple” feature is available on iOS, but can it work on online platforms?
As Federighi gave out the answer, the auditorium exploded with applause. All eyes then were on the most innovative feature of Apple new sign in service: the Random addresses.
What is “Random Addresses”?
You know that, when you sign in with a social account, that app or website will get your email address. This is how you leak your data without acknowledging.
As mentioned above, with Random Addresses, Apple allows users to choose whether they’d want to share their email or not. If you’d rather not, you can easily create a random email address that is only used for that specific app. Moreover, you can turn off that email quickly and effortlessly.
Many call this a quick, double movement against both spams and data leaks. With this feature, not only can you deactivate spam emails more quickly, but you will also get to know which companies are buying your data.
Yes, you can see exactly who is sharing and selling your email on the black market as companies purchasing your data start to send spams into your random address.
Does Apple abuse its power with the new feature of IOS 13?
This feature may even receive more compliments if Apple doesn’t force the developers to integrate their new sign in option into all apps launched on the App Store. In other words, they left developers with no choices.
Owen Williams, a famous reporter from Charged, has analyzed the issues genuinely within this approach:
“Under the perspective of users, the Sign in with Apple idea is truly interesting. With it, I no longer need to provide my real email for random companies, and it helps me protect my email account much better.
However, as a person who works in the field of digital marketing and at the same time, a coder and the founder of a start-up company, this feature is a real thread. Apple wants to get rids of what we can control in the marketing process.”
The Knot of The Problem
The critical point here is that Apple doesn’t offer developers any options. Previously, developers could choose whether they want to integrate Google and Facebook sign-in option into their apps or not.
But with iOS 13, if they say “Yes” to those options, they must also include “Sign in with Apple ID” feature.
“Instead of competing fairly with features, Apple has pushed developers into a corner, forcing them to use Apple technology. Once again, Apple uses App Store as a tool to achieve what they want,”Williams stated.
The reporter, Walt Mossberg, also claimed that the new IOS 13’s feature would yield more power for Apple. It won’t bring back as much money as the way Facebook and Google exploit the users’ data.
Writer Antonio García Martínez from Wired also believed that “Sign in with Apple” is a direct strike at the features that Facebook uses to collect data of users.
“Facebook is an online data trader, the intermediary, and the data holder which has all of your information. The idea of “One time sign in” will definitely wear off if users use random addresses from Apple,”Martínez explained.
However, many claimed that this movement of Apple is a form of power abuse. The fact that this tech giant abuses the position of App Store to put pressure on developers is undeniable.
This is also a heavy accusation against Apple, especially when they’re in question of proprietary and App Store abusing.
What Apple Gets From Sing in with Apple On IOS 13
So, what does Apple gain from Sign in with Apple, if it doesn’t make a profit from our data? So far, no one knows.
Many people stay doubted not knowing what the plan behind this movement of Apple is. Most believe that Apple doesn’t specifically get any money from this new feature. Was it just about competing with its rivals?
We have no ideas! However, some came up with interesting theories about Apple’s potential plan:
“If you have already linked many services to your Facebook account, would you delete your account?”One asked
“Of course, no, right? It would cost a lot of additional effort when you decide to shut down your Facebook account. Thus, you will have a reason to keep using Facebook service.”He added.
“The same thing happens when you use Apple’s new service. They give you another reason to keep using Apple products and avoid trying competing platforms and services.”He explained.
Sign in with Apple encourages brand loyalty
Put it in other words, what Apple gets from its latest strategy is brand loyalty.
In these recent years, Apple is rapidly transforming itself from a hardware company to a services company. However, the App Store, iCloud, and Apple Music are still heavily reliant on users of iPhones, iPads, or Macs.
If the “Sign In with Apple” feature succeeds, Apple will get tons of new loyal fans, which is essential to the development of Apple as a services company.
Should we use it?
Suffice it to say; it’s only the question of “Should we use it?” that matters to users. The answer is Yes, undoubtedly.
We all know the most apparent advantage of using single sign-in solutions is convenience. As analyzed above, applying this method means you don’t have to memorize or note your password on another app anymore. Sometimes, we might surprise ourselves with the unique and complicated combinations of usernames and passwords we create.
It’s even more beneficial when you have a one-of-a-kind, and secure password with two-factor authentication enabled. It would be much ideal if the authentication is not SMS-based.
By other words, it helps to protect and maintain a good security posture despite how many services you have linked with your Facebook or Google account.
The fact that no other companies in the world provide this kind of services making Apple stands out from all. As long as you don’t mind getting deeper inside Apple’s protected area, it’s a huge benefit.
Apple is paying full attention working on this new single sign-in service as it’s coming to life later this year. Many also believe that this movement of Apple will force its competitors to improve themselves.
Indeed. If enough people jump into Apple’s more private service, Google and Facebook will have to find a way to change themselves for the better before Apple dominates the whole market.
All in all,
Apple launching iOS 13 once again raises a question of whether privacy right is a “luxurious product” like how the CEO of Google – Sundar Pichai described or not.
For Apple users, they’ll benefit a lot from Apple protecting their data from being stolen by thousands of advertisers through Google and Facebook.
However, billions of other people in the world won’t be that lucky unless they buy Apple products.