Apple’s latest announcement is a brutal removal of everything that’s wrong with the internet as we know it

Apple really want people Take their privacy seriously. The thing is, almost nobody does. If you ask, a lot of people will tell you that they do, but then they do things that show that they either don’t, or they have no idea how much they do on the Internet. Collect their personal information.

Since no one takes their privacy seriously, Apple takes a different approach – humor. Today, the company released another privacy-focused announcement, and like its predecessor, It’s a humorous look at a relatively serious topic.

The ad follows Ellie, who stumbles into an auction where various parts of her online data are auctioned off. First, her emails, including the “messages I’ve opened and read.” Then, you buy her pharmacy, her location, her text messages, her contacts, and her browsing history.

The advertisement – though it may seem silly on the surface – makes a point. The Internet as we know it was Designed to keep track of every one of these things. Almost every website, app, search engine, and social platform collects and uses data about your activity to show you personalized ads.

Personalized ads are not necessarily bad. The Internet was mostly created with money from advertisers. Many websites and services that people use every day are possible due to digital ads, and arguably it is best if you are going to see ads, that these ads are relevant.

The problem is that most of the internet – the personalized ads part – is kind of creepy when you think about all the tracking necessary to figure out what’s right for you. For years, online platforms have gotten away with it. facebook and google, For example, they were able to track users mostly without their knowledge at all, and certainly without asking for permission.

Ellie is surprised to find out how much data about her is being collected and auctioned off, and I’m sure many of us will be too. That’s because the companies that track, collect, and auction off your data don’t want you to think about what you’re doing. why? Because they know that most people would rather not have the internet track everything they do.

If you’re on the fence about it, look no further than Facebook’s unveiling of Apple’s App Tracking Transparency (ATT) feature, which was Released with iOS 14.5will cost the company as much $10 billion in revenue this year. When choosing, people choose not to participate in the tracking.

In the ad, Ellie does just that, pulling out her iPhone and closing the auction with ATT and Apple’s Mail Privacy Protection features. The point of the ad isn’t just Apple throwing every other tech company under the bus — it’s offering an alternative.

It’s clear that Apple wants to highlight its privacy-related features. It is, after all, an advertisement. That’s the point – to sell more iPhones with these features. You can agree with Apple’s view on privacy or you can argue that it is self-serving, but you can’t blame Apple for its opinion on privacy and then talk about features that are built to give users more control.

By the way, Apple’s biggest opinion is not that there should be no personalized ads or that all ad tracking is bad. It’s just that people should have a choice. If a developer wants to build an app that collects and shares your personal information with Facebook, that’s okay, just ask for your permission first.

This is actually a powerful lesson for every company. If you are building a product or service that relies on collecting user information and targeted advertising, you have to be honest about it and give those users a choice.

If your business model is based on users having no idea what you’re doing with their personal information, you’re doing it wrong. You owe it to them to be transparent about the true cost of the products you sell to them, especially when that cost is their personal information. If you don’t, it looks like Apple will.

The opinions expressed here by columnists are their own, not those of

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