Apple releases GDPR privacy features

Apple releases GDPR privacy features
Colm is the editor of MarketingTech, with a mission to bring the most important developments in technology to both businesses and consumers.

Apple has provided details on a number of new privacy features it will be rolling out in order to comply with the incoming GDPR regulations.

CEO Tim Cook said that the company would be implementing the four privacy management tools so that consumers have the ability to obtain a copy of their data, can request a correction of data and deleting or deactivating their account.

The tools will be available on the Apple ID account page in the EU in May, before they are rolled out globally. Cook said that aside from account deactivation, users can already perform the three other tasks by filling in a form or calling the AppleCare hotline.

Another part of the privacy features was rolled out with iOS 11.3 software upgrades is the introduction of an icon that appears when an Apple feature seeks to use the user’s personal data. Talking at the Recode-MSNBC Revolution event, Cook criticised Facebook for not properly regulating itself:

“The truth is, we could make a ton of money if we monetised our customer, if our customer was our product. We’ve elected not to do that.”

Rewarding trust

“Apple is one of the first high profile companies to take the GDPR provisions for customer privacy very seriously and very publicly,” Ian Woolley, Chief Revenue Officer at Ensighten commented. “While almost all online businesses today collect data, only a handful of firms process data at Apple's scale. Tim Cook, CEO of Apple, stands out for his unequivocal commitment and advocacy of consumer privacy.

“GDPR regulation ensures that personally identifiable data will not be collected or used without explicit consumer consent. This heightened level of consumer choice and transparency changes the traditional paradigm and puts brands on notice. Trusted brands, such as Apple, will be rewarded with greater levels of opt-in consent, which will enable them to further develop consumer insights and customised experiences. In contrast, brands with questionable, historical data practices will see low rates of opt-in consent, which will increase their customer acquisition costs. 

“In the new GDPR world it's critically important for brands to understand that consumer trust is the new currency. Trust is built by design from the ground up, which includes how data is collected and shared within brands' underlying website technologies, long before consent is ever granted."

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