Privacy has always been one of the most significant selling points for Apple. While Google and Facebook are the biggest ad agencies, Apple mostly deals with software and hardware. Therefore, your data doesn’t benefit them. That is why they are getting out of the data loop and instead use AI to handle sensitive data.
Apple has been collecting sensitive data for some time, but it wasn’t until recently that they took a step ahead by implementing AI that works independently on every iPhone.
The machine learning models put digital noise to data before reaching Apple’s servers.
It includes data on health from Apple Watch or even the website you visit to Stream TV. However, the company doesn’t have any interest in knowing the sites you visit since its anonymous.
All Apple devices have data that trains its AI algorithm on how to make the required noise to protect your sensitive data.
It leads to a new model that every user gets and doesn’t involve taking an aggregate data from every user and coming up with a model. It consists of combining individual models depending on data obtained from different sources.
This step is beneficial, considering that it could help the company introduce new features based on obtained data. The data collected could include the amount of time people use the iMessage app, the most popular emoji, and data that helps determine if an app needs more features.
Apple will add an Intelligent tracking prevention feature throughout the Safari browser. It is an update to the existing system that blocks third-party vendor’s cookies.
Also, the new update includes cookies from first-party, which means that Safari won’t track the pages that users go to after visiting another. For example, if you browse a page about pirates, advertisers won’t know when you browse a page about shipwrecks right afterward.
Blocking such traffic might be detrimental for a media firm or other companies that rely on data analytics before making decisions. Making affiliate commerce or selling online ads would be harder for these companies.
However, you should note that using other browsers like Firefox and Chrome on your iPhone or Mac will mean that these rules won’t apply.
The features mentioned above are not defaults, and you have to allow them manually. For instance, the Intelligent Tracking Preventing comes inbuilt with the Safari browser, which comes pre-installed on all Apple devices. You can only gain from this feature by using Safari. For the differential privacy, you have to policy in Device Analytics, which is available in the settings menu.