iAd: The next privacy fiasco

Financial Times writes:

Apple’s forthcoming software update, iOS 14.5, will ban apps and advertisers from collecting data about iPhone users without their explicit consent. Most users are expected to decline to be tracked, dealing a huge blow to how the mobile advertising industry works.

Apple has said the changes will improve the privacy of its users, but some critics have accused the company of hoping to boost its own fledgling advertising business. Mark Zuckerberg, the Facebook chief executive, said: “Apple may say they’re doing this to help people, but the moves clearly track with their competitive interests.”

The search page of the iPhone App Store, showing the “Suggested” sectoin
The most sought after real estate on the mobile screen

Apple doesn’t innovate. It uses its market dominance to kill the competition. It’s incredibly evil because there’s no new product coming in. As such, the VC’s will fund something completely unrelated to mobile ecosystems and start betting on outlandish products called as “moonshots”.

Cursorily, it appears like innovation and technological pace has indeed pushed the boundaries of what we thought was visible, but the outliers don’t diffuse in the routine life. Mobile phones were an “innovation” pushed out by the need for communication. However, incremental data usage was a greed pushed out by Apple displacing BlackBerry.

Apple now intends to use your data to push out advertisements in the app store. It has financial data (through credit cards) and the developers, despite the 30% tax, are still keen to tap into the lucrative market.

A second advertising slot in the App Store is likely to appeal to advertisers after the iPhone’s privacy changes reduce the effectiveness of targeted ads. But there is more than money at stake, according to Eric Seufert, a mobile advertising expert.

A decade ago, the App Store played a critical role in how consumers discovered new content. Seufert told the tech site Stratechery earlier this year that Apple used to be “king maker — if you got featured, your company valuation might increase by a hundred million dollars.

I am sure.

This has grave implications- the consumer centric behaviour will definitely translate into enterprises+healthcare market behaviour.

Watch this space.

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