Yesterday, I blogged about an interview with Tim Cook where he made some great claims about Apple's stance on privacy. More keeps coming. They are pushing everyone to two-factor authentication on iCloud, for example. Now, Apple posted a web page talking about how privacy is built into iOS and their services, which is chock full of wonderful things (and replete with jabs at "their competitors").
So unlike other companies' messaging services, Apple doesn't scan your communications, and we wouldn't be able to comply with a wiretap order even if we wanted to.
Unlike our competitors, we never scan any of your iCloud data for advertising.
Other companies try to build a profile about you using a complete history of everywhere you've been, usually because they're targeting you for advertisers. Since our business doesn't depend on advertising, we have no interest in doing this — and we couldn't even if we wanted to.
Some companies mine your email for personal information to serve you targeted ads. We don't.
On Spotlight Suggestions:
Unlike our competitors, we don’t use a persistent personal identifier to tie your searches to you in order to build a profile based on your search history. We also place restrictions on our partners so they don’t create a long-term trail of identifiable searches by you or from your device.
I gave a talk just this past Sunday on privacy and security in Internet of Things, Wearables and AR, and near the end suggested that a company with real products (Apple or Microsoft) could do exactly what Apple has done here: take privacy seriously by not mining our data, and make that stance clear. At a time when privacy concerns are going to keep growing and growing, as more and more problems come up with wearable and internet-enabled devices, the company who convinces people that their data is safe and secure with them has a lot to gain.
And it looks like Apple just ate Microsoft's lunch. Again.