In an incident that took place not very long ago, Apple inc denied unlocking an iPhone for the US Federal Bureau of Investigation (FBI). The reason being Apple keeping the privacy of its users above everything else.
Perhaps Apple’s greatest strength at a time when big corporations like Facebook, Google, Amazon and Twitter are facing criticism over compromising users’ personal data, is its immovable focus on privacy within the Apple ecosystem.
To further strengthen its security approach in India, Apple has launched and OOH (Out Of Home) privacy campaign in Bengaluru, Gurugram and Mumbai. The campaign was promoted via TV, YouTube and social media platforms.
The aim of the campaign was simple, to make people understand that data privacy lies at the core of their smartphones. Apple also launched Privacy 2.0 to make the consumer more confident of his privacy.
The company has been focusing on collecting as little data as possible from the users. This is evident from features like a ‘sign in with Apple’ alternative to signing in with Facebook or Google accounts.
"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," the company said.
"All accounts are protected with two-factor authentication for superior security, and Apple will not track users' activity in your app or website," added Apple.
When the collection of data is necessary, Apple lets you know. ‘Sign in with Apple’, which works natively on iOS, macOS, tvOS, and watchOS, automatically protects the user’s account with two-factor authentication. Users are persistently signed in and a re-authentication only requires Face ID or Touch ID.
