The firm also showed off a raft of updates to its Facetime video calling platform, some of which appear to compete with apps such as Zoom which exploded in popularity during the pandemic. However a previous move by the tech giant to offer its customers a choice over whether to accept tracking for the purposes of advertising was criticised by a number of firms, including Facebook and other free-to-use services, for which ad tracking is a rich source of revenue. iCloud subscribers will have the option to route Safari traffic through two internet relays, similar to a VPN, to hide the user's identity and the "hide my email" feature first unveiled in 2019 will be extended to hide email addresses when used to sign up to a number of online services.Apple's own web browser Safari will prevent any third parties from accessing a user's IP address to block tracking.Apple Mail to hide the IP address of the device it is accessed on, meaning that senders of marketing emails, for example, cannot track where an email is sent and whether it is read.Audio processing moving to be on-device only - so voice commands to Apple's smart assistant Siri will not be uploaded to central servers, unlike competitors such as the Amazon Echo.
"In this area, no doubt Apple is leading the pack and setting the tone for the rest of the industry." "Apple continues to double down on privacy," said Thomas Husson, an analyst at Forrester. It will allow users to dive deep into when exactly an app used the permissions it has been given - and what third-party websites it contacted or sent data to. The new privacy report goes further than Apple's existing "nutrition labels" which show users what kinds of permissions apps ask for, before they are installed. No new hardware was announced at the event, despite earlier speculation. The new "app privacy report" feature was unveiled at the firm's annual developers' conference, WWDC.Īpple has prioritised privacy lately, including a war on ad-tracking. Apple chief executive Tim Cook in front of a montage of apps while he was opening the WWDC event in Cupertino, California.
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