Privacy has increasingly become a competitive advantage for Apple. The bulk of the company’s revenue comes from hardware sales, in stark contrast to competitors like Google who depend heavily on ad revenue and thus benefit tremendously from collecting user data. Apple calls privacy one of its core values, and the structure of its business makes it easier to hold true to that value. But that doesn’t mean its privacy work is easy or without cost – behind the huge number of privacy enhancements this year was surely significant effort and resources that could have been diverted elsewhere. The company’s privacy discourse isn’t empty marketing speak; it’s product-shaping. Not only that, but thanks to Apple’s enormous influence in tech, it can be industry-shaping too, forcing companies that otherwise may not prioritize user privacy to do business differently.
This year in its WWDC keynote, Apple dedicated an entire section of the presentation to privacy, detailing its latest efforts within the framework of what it calls its four privacy pillars:
- On-device processing
- Data minimization
- Security protections
- Transparency and control
Evidence of each of these pillars can be seen throughout much of what Apple announced during the rest of the keynote. On-device processing, for example, powers the new Translate app in iOS 14, HomeKit Secure Video’s face recognition feature, and more. New security protections have been implemented to warn you if a Keychain password’s been compromised, and to enable Sign In with Apple for existing in-app accounts, both of which make your accounts more secure. But the majority of this year’s most prominent privacy updates fell under the remaining two core pillars: data minimization and transparency and control.
Here are the privacy-focused changes you’ll see this fall across iOS and iPadOS 14 and macOS Big Sur.
