Apple using ‘privacy as cover’ for advertising push, claims analyst

In recent years, Apple has made its commitment to privacy a unique selling point, going out of its way to reassure iPhone customers that its data is safe from prying eyes.

While this stance has been somewhat undermined by the recent controversy over photo scanning for child abuse images (which has been delayed), one analyst believes that the company’s seeming commitment to privacy may disguise another long-term goal: to get into the internet advertising game that earns both Facebook and Google the lion’s share of their respective revenue. 

“We view (the privacy changes) as a sign that Apple may want to compete in global advertising,” said RBC analyst Bran Erickson in a client note seen by Reuters. The ‘privacy changes’ refer to App Tracking Transparency (ATT), an update to iOS 14.5 which let iPhone owners block user tracking. 

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