Tim Cook, Apple's CEO, criticized companies that “mine data on the details of people's lives”

Tim Cook opened the International Association of Privacy Professionals (IAPP) summit, held in Washington, USA, with a speech focusing on Apple's policies to protect the privacy of users. In this regard, he stressed that “it is one of the most essential battles of our time”.

The manager acknowledged that it is not an easy task to protect privacy but said that he cannot accept its possible loss. Cook considered that a world without it would be “less imaginative, empathetic, innovative and human.” And he described privacy as “a fundamental human right” that “enriches people's lives.”

Cook differentiated Apple from other companies that “mine data on the details of people's lives” and don't give them “a real option” to decide on this matter. After stating these words, he defended the tools developed by the computer giant to empower the user, such as the possibility of deciding whether or not an application can track its activity in other applications and websites (App Tracking Transparency or “ATT”); as well as the ability to “shield your locations and email addresses”.

Added to this is that Apple last year began to reject platforms that collect data without consent. These are the applications that have “Adjust SDK”, a tool that allows us to monitor the user using what is called a fingerprint, which is obtained from information such as the mobile phone model or the IP address, among others. With it, audience analysis can be carried out for advertising purposes.

Cook highlighted in his speech that users know that all applications on the App Store respect the company's strong privacy standards.

One of the measures taken by Apple in this regard led it to confront Meta. A little over a year ago, before the implementation of the ATT, the social network published requests in several newspapers in the United States where it emphasized that Apple's policy “will limit the ability of businesses to deliver personalized ads and reach their customers effectively.” It also ensured that advertisers would see their sales cut by 60% for every dollar they invest because of the company's privacy policy led by Tim Cook.

Another aspect that Cook highlighted during his speech was Apple's struggle to deal with cyber threats that are part of the digital world, including social engineering attacks, misinformation and massive data leaks.

The executive stated that “security is the foundation of privacy, because there is no privacy in a world where private data can be stolen without impunity.”

Cook stressed that for these reasons the personal data on the iPhone is encrypted end-to-end by default, so that “even Apple cannot see it.” He said that in the company they do not install backdoors on these encryptions because if they did, anyone could use them, which would put security at risk.

Apple's CEO also referred to the “rigorous security protections” implemented from the start in the App Store to shield its users' devices from any kind of malware.

Cook also said he is working on regulations that can put both Apple's privacy and security at risk. He stated that the company is in favor of privacy regulation, but expressed concern that such regulations could “undermine privacy and security.”

Cook said these policies are being carried out “in the name of the competition,” something he has assured that Apple believes in, but if that forces the company to lift the veto on apps that enter its iPhones, the consequences could be serious.

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