The launch of Apple’s sign-in software underscores its multi-year effort to organize its marketing and engineering efforts around privacy.
Apple has been rhetorically attacking Google and Facebook for years over how those companies handle user privacy. At its annual developer’s conference on Monday, the iPhone maker brought the rivalry to the product level.
A new service called Sign In with Apple will allow users to sign onto their various online services with their Apple ID, keeping them from having to use Facebook or Google credentials so frequently. The selling point for Apple is that it claims to protect privacy better than Google or Facebook, which use data from sign-in services to sell ads around the internet.
The launch underscores Apple’s multi-year effort to organize its marketing and engineering efforts around user privacy as it pushes beyond the iPhone into software and subscription services, where it’s taking on companies that have different business models and have, in many case, had much longer periods of time to build their products.
One of Apple’s slides on Monday showed the logos of Google and Facebook with a list of personal information those two companies collect, like friends, hometown and gender.
