On Monday, Apple revealed a lot of new services during an expected gathering at its global headquarters in Cupertino, California. The new offers include awhich features appear from Oprah and JJ Abrams, as well as the stars Steve Carell and Jennifer Aniston. A paid news service, contains content from the Los Angeles Times and National Geographic. The company even took the insignificant that participated in Goldman Sachs and Mastercard.
When presenting these messages, Apple repeatedly emphasized its privacy chops and repeated promises against data sharing. These promises certainly seemed like thinly disguised jabs by their Silicon Valley, Facebook and Google neighbors. When Apple announced the paid news service, for example, the company stressed that it didn't know what you read and didn't allow advertisers to track you.
"What you read about Apple News won't follow you across the Internet," said Roger Rosner, Apple's vice president of applications during the presentation. Although you had reduced the volume, it was hard to miss Rosner's words; They were projected behind him.
It's hard to see the line as anything but a diss to Facebook and Google. The two tech giants have recently taken great control because their business models involve collecting personal information from their users as targeting marketers. Lawmakers and the public have slammed companies into their data collection and raised the regulatory spectrum to govern them.
Facebook and Google did not respond to requests for comment on Apple's presentation on Monday.
Apple's event was not & # 39; t the first time the iPhone manufacturer has highlighted its commitment to privacy or rivals in recent months. At CES in January, Google split a massive marketing flash for its Google Assistant software, plotting the words "Hey Google" – the software's trigger word – on buildings and monorail cars across Las Vegas. Apple, who did not participate in the CES, made waves with a single ad on the side of a hotel that read, "What happens on your iPhone stays on your iPhone."
Earlier this month, Apple released a TV dedicated to keeping your data locked. "If privacy matters in your life," the ad says, "it must be important to the phone your life is on."
References to privacy were a constant during Monday's two-hour presentation. The company said it wouldn't know what you bought or where you bought it when you used your new Apple card, the credit card it introduced at the event. Apple also said Goldman Sachs, one of its card partners, will never "share or sell your data to third parties for marketing or advertising." The company's new gaming service, Apple Arcade, cannot collect any information on how to play its games without your consent, the company said.
Jabs were not lost to people who looked at the presentation.
Potshots at Google also came out of wealth of privacy and data collection. Apple saidcould be played offline, unlike Google's Stadia platform announced last week.
The consumer electronics giant also seemed to be YouTube who has been on fire lately for a pedophilia scandal and inappropriate content aimed at children. When Apple presented its own family entertainment offerings, the company asked a "safe place to explore together."
Although not explicitly stated, the modesty was high and clear: Apple uses privacy to differentiate itself from its rivals. It could be one of the biggest takeaways from Monday's event.