Apple dials ‘Privacy 2.0’ as user privacy, security take centrestage

Technology firms such as Amazon, Google and Facebook are under wide scrutiny over how they handle users' data. Following the Cambridge Analytica scandal and a spate of data breaches in last couple of years, user privacy has become a hot topic of discussion. Apple, a rare tech firm aloof from any major privacy scandal, is looking at this a window of opportunity to promote its privacy-focused features.

Apple on Sunday launched a new campaign, dubbed as Privacy 2.0, to promote its data security efforts in India. The OOH (out of home) campaign is running in Bengaluru, Gurugram and Mumbai. The company is also extending the campaign online via YouTube and social networking platforms.

Apple aims to point out that its products and services are designed from ground up to protect users' information. At its recent WWDC conference, Apple introduced its latest software iterations which have a special emphasis on users' privacy. For instance, iOS 13 now allows users to keep a track on which apps are using location data in the background. Apple also discloses what level of tracking these apps have done and gives users control to enable location when they're comfortable.

Another big security feature Apple has introduced is "Sign in with Apple." Contrary to Facebook and Google sign-in modules, Apple's sign-in button ensures websites cannot track the user or use the sign-in for targeted advertising. The company also creates a randomly generated email IDs to ensure users' original email details are not used for spam or any other malicious purposes. The "Sign in with Apple" works with iOS, macOS, tvOS and watchOS. It will also be cross-platform compatible allowing users to access the feature on their mobile browsers.

"Data collection is limited to the user's name and email address, and Apple's private email relay lets users receive email even if they prefer to keep their address private. Apple will not track users as they interact with your app," according to the Apple website.

"All accounts are protected with two-factor authentication for superior security, and Apple will not track users' activity in your app or website," it added.

(with inputs from IANS)