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Brief Published: 14 Jun 2021

Apple Privacy Report Gives Users Online Security Oversight

Apple App Privacy Report

At Apple’s 2021 Worldwide Developer Conference (WWDC), the tech giant announced its new app privacy report, which allows users to track and manage how their data is accessed. As 97% of US consumers say that data privacy is important to them (KPMG, 2020), brands would be wise to replicate Apple’s latest move.

The new app privacy report – situated in the privacy section in iPhone settings – lists which apps have been granted access to data such as location, contacts and images. It also tracks how often apps access this data, allowing users to monitor this activity, and edit settings if they feel permissions are being excessively used.

In a further level of transparency, the report additionally lists third-party domains that apps are contacting, to help limit the transmission of user’s personal information. The report evolves Apple’s existing ‘nutrition labels’, which list the data the app will collect ahead of installation. 

“Every year, we push ourselves to develop new technology to help users take more control of their data and make informed decisions about whom they share it with,” said Craig Federighi, Apple’s senior vice-president of software engineering. “This year’s updates include innovative features that give users deeper insights and more granular control than ever before.” 

The new suite of features will help consumers take further control of their data footprint – and brands should take note. Fifty-two per cent of US consumers have decided against using a product or service owing to privacy concerns (Pew, 2020). To understand consumers’ stance on data sovereignty, see Tech + Privacy and Decentralised Society.