Data Privacy Day at Apple: Improving transparency and empowering users


Data tracking is more widespread than ever. Learn how Apple’s privacy features help users take control over their data


Cupertino, California — January 28 is Data Privacy Day, a time to raise awareness about the importance of protecting people’s personal information online. Apple is celebrating Data Privacy Day by sharing " A Day in the Life of your Data"( refer www.apple.com) an easy-to-understand report illustrating how companies track user data across websites and apps. The report also shares how privacy features across Apple’s products give users more transparency and control, empowering people with the tools and knowledge to protect their personal information.


 Craig Federighi, Apple’s senior vice president of Software Engineering said, “Our goal is to create technology that keeps people’s information safe and protected. We believe privacy is a fundamental human right, and our teams work every day to embed it in everything we make.”


“A Day in the Life of Your Data” helps users better understand how third-party companies track their information across apps and websites, while describing the tools Apple provides to make tracking more transparent. The explainer sheds light on how widespread some of these practices have become. On average, apps include six “trackers” from other companies, which have the sole purpose of collecting and tracking people and their personal information.1 Data collected by these trackers is pieced together, shared, aggregated, and monetized, fueling an industry valued at $227 billion per year.


Last year, as part of iOS 14 and iPadOS 14, Apple launched a number of important privacy features intended to help users make more informed decisions about their data. Two in particular have the potential to make a big difference in helping users protect their privacy:


·         With the new privacy information section on App Store product pages, a feature called the privacy nutrition label. These give users key information about how an app uses their data — including whether the data is used to track them, linked to them, or not linked to them and an easy-to-view summary of the developer’s privacy practices. Every product page on the App Store includes standardized, easy-to-read information based on the developer’s self-reported data practices


·         Soon, with Apple’s next beta update, App Tracking Transparency will require apps to get the user’s permission before tracking their data across apps or websites owned by other companies. Under Settings, users will be able to see which apps have requested permission to track, and make changes as they see fit. This requirement will roll out in early spring with an upcoming release of iOS 14, iPadOS 14, and tvOS 14, and has support from privacy supporters around the world.


Privacy organizations praise Apple’s leadership:


Gus Hosein, representing Privacy International said “PI’s investigations into data brokers and ad tech companies reveal a complex, fast-growing industry that is opaque to the average user. Where there is a lack of transparency, exploitation thrives. Apple’s nutrition labels require industry to be clear and upfront with consumers, and tools like App Tracking Transparency will help people to assert control over the invisible leakage of their data. With these commendable innovations, industry will finally feel pressure to change. Consumer awareness and technical solutions are important parts of the solution, but in order to prevent a cat-and-mouse game between industry actors, we need substantive, enforceable regulation to stop this exploitation of our data.”


Jeff Chester, while speaking about Apple’s new policy Centre for Digital Democracy said, “Apple’s new data privacy tools ensure that people have greater control over their personal information. Data brokers and online advertisers will now have to act more responsibly when dealing with consumers who use third party applications on Apple devices.” 


Michelle Richardson, of Centre for Democracy and Technology voiced his opinion saying, “Too often, consumers are unknowing participants in a web of data tracking and targeting. These changes will help rebalance the ecosystem so that data collection and sharing is more transparent and tracking is no longer the default. Systemic change of this breadth is a huge leap forward for consumers.” 


Apple has led the industry by building privacy protections into every one of its products and services. Though, awareness of industry practices like data tracking is only the first step toward a better privacy experience, users also need the features and controls to decide how their data is used, and by whom.


For years, Apple has introduced dozens of technologies that safeguard user privacy and help keep users’ data safe. Like Safari which was the first browser to block third-party cookies by default as far back as 2005. In iOS 11 and macOS High Sierra, Safari added Intelligent Tracking Prevention to further limit tracking while still enabling websites to function normally. In 2018, Apple introduced protections to prevent third parties from trying to identify user’s devices based on data like fonts and plug-ins.


These technologies represent only a small selection of the many privacy features and controls Apple has introduced across its products. For more information, visit Apple’s privacy website at apple.com/privacy.