PRIVACY: APPLE FIGHTING TO KEEP YOUR DATA SAFE
YOUR DATA IS IN SAFE HANDS
Data has never been so important. Every time you search for a business on Google, message a friend on Instagram or add an item to your basket on Amazon, companies around the world trade your data, building up a profile of who you are as a consumer to sell more of their products and services, and deliver relevant adverts to you across the web. Without data, Facebook and Google would not be the multi-billion-dollar businesses they are today, and many of our most beloved online services, like YouTube, Gmail, and WhatsApp, would not be free for us to use.
However, as consumers become more digitally savvy and brands have an increasing influence on the way we live our lives, it’s never been more important for giants to protect our data from entering into the wrong hands. In the past month alone, two of the world’s most dominant brands, Google and Facebook, suffered data breaches affecting millions of users. Today, we delve deeper into the crisis and explore how Apple is fighting hackers to protect its users’ data.
FACEBOOK UNDER THREAT
Facebook hasn’t had an easy time of it in 2018. Earlier in the year, the company was at the center of the Cambridge Analytica data controversy, a breach that affected an eye-watering 87 million accounts around the world. Cambridge Analytica, now defunct, had extracted data from millions of Facebook accounts through a loophole in Facebook’s API and algorithmically studied that data as part of its work with the Donald Trump election campaign. Using an app called thisisyourdigitallife, Facebook effectively allowed the company to gather data on users and their friends; even those who had not interacted with the app still had their data scraped. Speaking at the time of the data scandal, founder Mark Zuckerberg said that the company has “a responsibility to protect your data and if we can’t then we don’t deserve to serve you,” before launching a series of worldwide advertisements to restore consumer trust.
The company has since, however, suffered a second hack, announcing last month that hackers had gained access to more than 29 million personal accounts on the social network. Data suggests that hackers were able to find personal information, such as the relationship status of users, where they live, and some of their search history. Facebook blamed the breach on a “vulnerability in Facebook’s code that impacted “View As” a feature that lets people see what their own profile looks like to someone else” and that they had “reset the access tokens of the almost 50 million accounts we know were affected to protect their security.” Users who were involved should log in and
change their passwords to ensure their account is safe.
This slip up is no doubt another huge embarrassment to Facebook, especially considering the company has already lost $120 billion and 20% in stocks value following earlier data breaches. But the truth is, with so much dominance - remember that Facebook also owns apps Instagram and WhatsApp, and has a 20% share of the global online ad market - the breach will likely have little impact on the firm, thanks in part to the fact its services now play an important role in our everyday lives as we communicate with friends and share our memories online.
GOOGLE TRIES TO HIDE DATA LEAKS
Facebook isn’t the only giant that has come under scrutiny in the past couple of weeks. Google, which has been famed for its squeakyclean brand image and ‘don’t be evil’ tagline, which it conveniently dropped from its code of conduct earlier in the year as part of a branding shuffle, announced that it too had suffered from a hack following vulnerable code. What makes matters worse is that according to the Wall Street Journal, the company has known about it since March, but decided not to disclose the information in an attempt to save face and reduce the chances of negative media attention akin to Facebook’s.
Google hit back at the claim and said that the issue was not serious enough to inform users. In a statement, the company said that its “Privacy and Data Protection Office reviewed this issue, looking at the type of data involved, whether we could accurately identify the users to inform, whether there was any evidence of misuse, and whether there were any actions a developer or user could take in response” and that “none of these thresholds were met here”.
As a result of the data breach, Google announced it was to shutter consumer access to its flagging social network Google+ as part of an internal privacy scheme known as ‘Project Strobe’. Data suggests that usage on the social network is at an all-time low, despite the company’s efforts to create its own version of Facebook and Twitter. Google said that the social network “has not achieved broad consumer or developer adoption” and that a review “did highlight the significant challenges in creating and maintaining a successful Google+ that meets consumers’ expectations”. As a result, the company will sunset the consumer version, winding down over a ten-month period, but will continue to offer an enterprise version, “launching new features purpose-built for businesses” as part of its business services package, known as G Suite.
Some have argued that the data scandal gave the company an excuse to get rid of one of its biggest commercial failures, whilst others have said Google+ has been used as a scapegoat, with loyal Google+ users mourning the loss of the social network and arguing no real alternative exists.
THE LATEST APPLE DATA BATTLE
Apple, too, has suffered from data breaches in the past, with a hacker group known as AntiSec publishing sensitive information from around a million Apple devices online back in 2012. The company has even seen internal leaks, with employees arrested for sharing confidential company information and others warned for posting iOS source code online. However, unlike its rivals, the company has remained incredibly vigilant to hacks and values customer data in a way no other technology giant does. Indeed, the firm introduced advert blocking tools in iOS and on macOS just months ago, a direct stab at Facebook and Google that track users’ movements across the web.
Apple has a security hub on its site and makes regular changes based on laws around the world, such as the European Union’s General Data Protection Regulation (GDPR), with the Cupertino firm for the first time allowing users to download personal information the giant holds.
And thanks to advanced privacy features on smartphones, like Touch ID and now Face ID, Apple offers an unparalleled level of security when compared to devices of a similar nature, and is not afraid to fight back against government interference. Indeed, Apple has launched several features that are designed to disable Touch ID and Face ID, ensuring nobody can access your personal data unless you give them your password and login information. The company hit the headlines back in 2016 when it was ordered to assist the FBI in a murder investigation. Apple refused to
unlock an iPhone as part of the inquiry, with CEO Tim Cook arguing that the FBI was “setting a dangerous precedent that threatens everyone’s civil liberties”. Several lawsuits and similar cases around the world have followed, but Apple has maintained its stronghold on security and refuses to unlock smartphones for whatever reason.
This attitude was highlighted again just last week when the company criticized a proposed anti-encryption legislation in Australia. The country is considering an Assistance and Access bill requiring technology companies to provide assistance to the government when investigating crimes. The Australian government says that encrypted communications are “increasingly being used by terrorist groups and organized criminals to avoid detection and disruption”. Apple has hit back at the country’s proposed change in leglisation with a sevenpage letter, saying that the bill is “dangerously ambiguous” and that encryption helps in “protecting national security and citizens’ lives.”
PROTECTING YOUR DATA
Wherever you stand on data, there’s no denying that Apple stands head and shoulders above its competition and puts the consumer at the heart of everything it does. From macOS, which now comes with Touch ID on Touch Bar models and FileVault 2 which encrypts your data from entering into the wrong hands, right through to iOS 12, which prevents Share buttons and comment widgets from tracking you and Safari’s inbuilt tools to prevent companies from collecting your device’s characteristics, Apple’s ecosystems are built with privacy in mind.
Provided that you take advantage of the features available - like putting a passcode on your device, using Face ID, setting up Find My iPhone and two-factor authentication, your data will be in safe hands. You can refer to new data and privacy information screens on your iPhone to see what data is being shared and with whom, and you can control how much data is offered to third-party apps, and keep tabs on your children’s privacy with Family Sharing.
Whether you’re an expert or a complete digital novice, the tools Apple provides make it easy to stay in control - and with new features included in every major operating system release, you can expect nothing but more privacy features and functionality in the future. Apple’s approach to data and security should be commended, and as the company continues to partner with and acquire companies, just as it has done with DuckDuckGo and AuthenTec, there’s never been a better time to use Apple, and reduce your reliance on data-hungry corporations.