Ongoing Security Measures from Apple May Not Be Enough

Apple’s newest moves to protect their users from data tracking were on showcase at their WWDC conference. Privacy experts largely praised their attempts to block “device fingerprinting” and keep users from being tracked by sites. Sadly, many say, their efforts likely aren’t enough. The biggest issues are logistics. Consumer data is a huge target and covering it adequately would be like making sure no trees were ever cut down. Not to mention, companies like Facebook and Google make billions of dollars by tracking users for targeted advertising. While criminals tracking users are a problem, they’re largely piggybacking on techniques made by legitimate companies. As such, Apple is largely fighting a losing battle. 

The Age of Paranoia 

People are quite aware of the ways their data is being collected and used against them now. Namely, Facebook’s notorious Cambridge Analytica breach is a prime example. In our age, people are paranoid of any misuse of their data. Yet, they’re not taking advantage of the tools that could protect them. Companies that create counter-tracking software report that there are depressingly few people using their countermeasures.  

Similarly, Apple’s counter-tracking measures, while valiant, aren’t enough to truly hinder the vast number of different tracking devices on the web. Google’s Android operating system is more popular by number of users and offers no such protections. This allows the trackers to propagate and refine themselves even though most users are aware of them. 

The Age of Apathy 

The worst part? The average users don’t even care that their data is being tracked. Nearly every website has Google or Facebook trackers embedded. And there are hundreds of companies you’ve likely never heard of that are also tracking you. As such, it’s easy to get overwhelmed and feel apathetic in the face of the countless ways your data is being collected. And it’s that very apathy that empowers these companies to keep harvesting your data and targeting you with ads.  

Companies like Apple Aren’t the Norm 

Even worse, Apple is nearly alone in Silicon Valley in opposing these practices. Their biggest direct competitor is Google, and Google is the most egregious offender in data collection. As much as Apple tries to defend their own consumers, they’re fighting an uphill battle. Thankfully, smaller companies like Ghostery are on the case, too, but they’re vastly outnumbered.  

Ghostery, for their part, has turned to artificial intelligence to help shore up countermeasures for tracking software. Perhaps Apple will take a similar track and use the strongest tools of the data harvesters against them? In the meantime, be careful with your sensitive data, and consider getting a plug-in like Ghostery for your browser!