By now you’ve probably seen Apple’s latest ad, “Tracked” which promotes the increase in privacy available on iPhones since the iOS14 update. If not, you can check it out here.
The video cleverly visualises how ‘data tracking’ would look offline in the real world; with every face-to-face interaction, the other person proceeds to follow you, or in other words, ‘track’ you, wherever you go.
Of course, it would be a nightmare if that did happen in real life. Which leads Apple onto promoting that you can now “choose who tracks your information and who doesn’t”. When landing on a website or app, such as Facebook, Apple users are prompted with “Ask App not to Track” or “Allow”.
There’s no denying that the video is brilliant, and increased privacy can only be a good thing, right?
Well, there are reasons why you may want to “Allow” tracking. Allowing businesses to track your data helps to provide a personalised experience, showing ads catered to your interests and behaviour. This means if your interest is in men’s football shirts for the Euros, then that’s what you’ll see.
If opted out of tracking, you’ll be targeted with anything – relevant or not – so perhaps it is not so cut and dry. Nevertheless, Apple is giving power back to the user and providing the choice.