In 2021, Apple made changes to Ios platform disabling the tracking across apps as the default. In the process, they have caused what some have called ATT recession – Facebook,Snapchat, Pinterest,Youtube have all taken a hit to their business because of Apple’s IOS changes. Incidentally Apple’s own search business has grown 4X. But let’s keep that coincidence aside.
What was Apple’s motivation behind this? Was it to protect their users? Or was it to build a competitive advantage on the privacy positioning? Here’s the clever campaign they created
What does privacy mean to you?
But let’s get back to the core promise of Apple. Privacy. Here’s a question for you, the consumer: It’s been 2 years since Apple announced its privacy changes.
What, precisely has changed in your user experience with the iphone? In what quantifiable measure has your life become more secure? How do you measure your ‘privacy’?
How do you know for sure your data is not being ‘sold’ anymore?Have those creepy Facebook ads stopped? Do you not get ads on Instagram that seem to know where you are travelling? Has your Whatsapp stopped listening in?
I am yet to meet someone who is able to quantify their ‘privacy’ in hard numbers.And therein lies the brilliance. Apple just took a concept, and sold it. They didn’t market a tech product. They marketed an ‘idea’
In fact, Apple did much better than the CPG brands that promise your deo will help you land the girl, or your detergent will help get you a job.They took a widely prevailing perception about big tech and privacy. Converted it into a product. Announced to the world only they had that product. And then proceeded to kneecap every other company in the world under the guise of providing this product.
If this is not genius, I don’t know what is.
