APPLE is stepping up to the plate on behalf of the consumer.
The world’s first trillion dollar company is taking measures to stop advertisers and spies from collecting your data.
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The iPhone’s latest software, iOS 15, introduced the scan text tool, improved the capabilities of Find My iPhone and loaded a joyful batch of new emoji to the keyboard.
But iOS 15 didn’t just come with updates to improve user satisfaction – two new features can provide you with digital armor to protect your device and your iCloud.
Hide My Email allows users to create a false email address to pass mail through on its way into or out of your personal inbox.
PhoneArena reported that emails will go from the dummy email address to your personal inbox while obscuring your actual email address from advertisers, phishing hackers or other foreign mailers.
Hide My Email can protect you from a flood of spam and help keep your online credentials private.
While Hide My Email protects online communications, Private Relay adds security to surfing the web.
Private Relay works like a VPN, encrypting digital footprints as users roam the web.
Apple support writes “Private Relay is designed to protect your privacy by ensuring that when you browse the web in Safari, no single party—not even Apple—can see both who you are and what sites you’re visiting.”
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Note the post only highlights Safari as a browser protected by Private Relay.
Apple’s App Tracking Transparency (ATT) policy forces apps to ask for permission log user’s behaviors.
New additions to the ATT policy are adding to advertisers’ frustrations.
“Apple needs to be careful when it uses its market position in a way that could be interpreted as either anti-competitive or too dictatorial,” an advertising executive told Digiday.
Both Hide My Email and Private Relay require a premium subscription to iCloud.
Siding with the consumer has paid dividends – literally – for Apple.
Since adopting the ATT policy last April, the stock is up almost 50% to about $180 a share.
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