Apple will be bringing refreshed privacy controls for its devices and iCloud services in May with its launch of iOS 11.3, ahead of the new European data privacy laws.
The refresh of privacy settings will include a new web page for managing Apple IDs, with new features and capabilities, and more transparency.
The iPhone maker said it will update its web page for managing Apple IDs in coming months to let users download a copy of all their data stored with the company.
The site will also let customers correct personal information, temporarily deactivate their account, and completely delete it.
Currently, users aren’t able to do all the aforementioned items in one place, or do some of them at all, like downloading all of their data easily.
Apple’s new privacy settings will first come to European users as the EU’s General Data Protection Regulation (GDPR) will go into effect on May 25. Apple said it will roll out the new features to users in other countries later on.
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.”
Google takes position on analytics data
Meanwhile Google’s Google Analytics official positioning when it comes to GDPR, in a letter to partners.
Under GDPR, a controller determines why and how data is processed, while processors do the actual processing on the controller’s behalf. Publishers are typically considered controllers, while third-party entities like mar tech providers are typically considered processors.
Google classifies itself as a processor for users of tools like Google Analytics, its attribution offering, Ads Data Hub and DoubleClick Bid Manager.
Google is planning to introduce new contract terms for DFP, AdX, AdSense and AdMob that will designate it as a co-controller of user data, meaning Google will have some control over how data is processed and share the responsibility for protecting it.
Google will bear the burden of gathering consent for data collection from its own first-party users across Gmail, YouTube and Google.com.
But publishers and advertisers that use Google’s ad offerings will have to get consent from their own users to do so. Google will not be able to carry over the consent it collects from its consumer-facing products for any other purpose.
Analysis: Consumer trust is the new currency
Ian Woolley, Chief Revenue Officer at Ensighten, said: “Google is following Apple’s recent steps, updating their data governance procedures within iOS 11.3 before GDPR comes into enforcement in six weeks. Overnight, Google Analytics users received information to review and accept in line with the EU’s shortly to be effectual regulation.
Both brands are taking the regulation with dues seriousness. While almost all online businesses today collect data, only a handful of brands process data at Apple and Google’s scale. Both have demonstrated their commitment to consumer privacy with their recent governance updates.
With Facebook’s Mark Zuckerberg stating that “I think the GDPR in general is going to be a very positive step for the internet,” we can see many of the top tech companies understand that trusted brands expect to be rewarded with greater levels of opt-in consent, enabling them to further develop consumer insights and customised experiences with engaged users.
“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.”
