By announcing iOS 14, the giant Apple scared the online advertising industry, showing several mechanisms that would be added to the system to limit the collection of user data and improve control over data privacy, in a much more aggressive way than that of custom.
Among these features, two have raised great concern from companies like Facebook: Apps would have an App Store page explicitly warning about data collection, and the user could prohibit apps from using data from external sources, such as other apps or the browser, such as part of your information collection.
However, with the official release of iOS 14, Apple decided to indefinitely delay the arrival of these features. Other privacy tools have been added, but nothing compared to the techniques that were announced before launch. For many analysts, this would have been the result of complaints filed by Google and Facebook accusing the company of a monopoly on the iPhone app platform, and pointing out that the privacy measures would cause enormous damage to its business model.
Data control in iOS is already extremely efficient, and apps have severe limitations that prevent background running and excessive data collection. In fact, configuring the iPhone in the privacy settings and then installing a Brazilian VPN with a native app is enough to almost completely eliminate data collection through the smartphone. But the promised possibility of controlling the tracking of apps, and the apparent withdrawal after pressure from Facebook, left users worried. But now, Apple has clarified its position, and dropped a bombshell on its competitors.
Craig Federighi clarifies and threatens from Apple
Last Tuesday, at the European conference on privacy and digital security, an event that brings together the main personalities of the technology industry and various regulatory bodies, Apple's vice president of software engineering, Craig Federighi, gave a presentation exploring the iOS's new anti-tracking feature and attacking companies like Google.
The executive confirmed that the new feature will be available in 2021, and that all apps will be required to adopt and respect the user's decision. Apps that don't implement the new feature, or don't respond properly, will be removed from the App Store – including Facebook and Google. For Craig, “these companies wish this feature never existed”, criticizing the business model based on data collection.
The threat of removal of the apps was launched, however, many questioned whether large apps like Google Maps or WhatsApp would actually be removed, as the inconvenience to users would be so great that it would impact the sales and public perception of the iPhone. Recently, Apple removed the Epic Games developer account, eliminating the popular iPhone game Fortnite, in a fight over App Store monetization rules.
Concern for users or iPhone monopoly?
While the privacy features have been well received by users, critics of Apple point out that the company increasingly limits developers who want to publish apps and services on its digital storefront. Unlike Android, where apps can be installed via APK packages or third-party stores, on iPhone only Apple's App Store can distribute apps.
To mitigate some of the criticism, the Cupertino company has taken measures such as reducing the rate of app sales from 30% to 15%, easing licenses, and speeding up app publishing. But still, many companies are unhappy, the Spotify sued Apple, and others such as Facebook, Amazon and Google filed US and European Union lawsuits accusing Apple of anti-competitive behavior and monopoly.
In its defense, the company claims that the limits imposed on apps protect the security of the iOS ecosystem, facilitate user consumption, prevent piracy and ensure compatibility with their devices. There is still no definitive conclusion, and no good predictions, regarding the opinion of governments on the subject, but it is possible that Apple will be forced to allow applications from other third-party sources, just as Microsoft had its activity limited in European territory to reduce the Windows monopoly.
And you, can you imagine the iPhone without Google or Facebook applications? And would it be preferable to keep the App Store or download apps from other sources? We will have to wait for the outcome of justice in the new battle of privacy and digital control. Also understand how Apple and Samsung may team up.
