Will Apple’s privacy stance remake digital marketing? – RetailWire

May 25, 2022

In a new ad launched last week, Apple showcases its privacy features by imagining selling a consumer’s data in a high-stakes real-life auction.

In the place, “Privacy on iPhonea young woman, Ellie, stumbles upon a secret Sotheby’s-style data broker auction that puts her data up for sale to the highest bidder. The auction begins with bidding for his “wonderfully personal” emails, then progresses to his pharmacy’s purchase history and location data. The auctioneer declares: “It’s not scary! It’s business!

The auction then proceeds to sell his contacts (even his grandmother’s), recent transactions, browsing history, and late-night texting habits.

As the auctioneer is about to submit another coveted piece of data for auction, Ellie activates Apple’s App Tracking Transparency (ATT), which prevents third-party apps from tracking mobile activity, then Mail Privacy Protection , which helps fight email trackers. As she fires up the iOS tools, the bidders and eventually the auctioneer disappear.

The ad ends with the tagline: “It’s your data. iPhone helps keep it that way.

Apple has placed user privacy features at the heart of its hardware and software products for years, gradually improving anti-tracking and other privacy-related features in iOS and macOS.

Speaking to the International Association of Privacy Professionals earlier this year, Apple’s CEO Tim Cook said“A world without privacy is less imaginative, less empathetic, less innovative, less human” and noted that Apple is “committed to protecting people from a data industrial complex built on a foundation of surveillance.”

Facebook has warned that Apple’s ATT technology will cost its advertising business $10 billion in 2022, forcing Apple to defend itself against accusations that it is profiting generously from iOS privacy changes last year that also had an impact on Snap and Google. Apple has received plenty of praise, but also some skepticism about the effectiveness of iPhone privacy safeguards.

Tech writers praised the new ad for simplifying the complex process of how cookies work, but some wonder how many consumers care. write for BGR, Chris Smith said: “Most Internet users accept the compromise, the collection of their data for advertisements in exchange for free services. Apple has argued for years that compromise is unnecessary. »

DISCUSSION QUESTIONS: What do you think about the effectiveness of Apple’s “Privacy on iPhone” advertising and the value of Apple’s privacy positioning? Have consumers accepted the compromises of digital marketing or is privacy becoming a strong selling point for mobile phones?


“I think this is a strong announcement and a strong message. Apple has been a leader in privacy and I think its positioning will resonate with many users.”

“It’s amazing, period. Consumers have NO clue – that’s how we got here in the first place. Apple advertises as REASON to buy the phone? Hey, maybe.”

“The announcement is shocking and chilling. Kudos to Apple for raising awareness and persuading consumers to take action. »