Privacy was mentioned as part of nearly every new feature Apple announced on Monday, and got stage time of its own.
Apple unveiled new versions of its operating systems on Monday which showed that the company’s focus on privacy has taken a new turn. It’s not just a corporate ideal or a marketing point anymore. It’s now a major initiative across Apple distinguishing its products from Android and Windows competition. Apple has positioned itself as the most privacy-sensitive big technology company since Apple CEO Tim Cook wrote an open letter on the topic in 2014. Since then, Apple has introduced new iPhone features that restrict app access to personal data and advertised privacy heavily in television ads. But Monday’s announcements showed that Apple’s privacy strategy is now part of its products: Privacy was mentioned as part of nearly every new feature, and got stage time of its own. Privacy-focused features and apps announced by Apple on Monday for forthcoming operating systems iOS 15 or MacOS Monterey included: Leveraging Apple’s chip chops With its focus on privacy, Apple is leaning on one of its core strengths.
