Tim Cook is right. One of Apple s greatest values ​​is respect for privacy

Rather, I will not be Apple's customer. However, I would not have the slightest problem with trusting this company. The manufacturer of the iPhone has a lot of features that do not suit me, but Tim Cook fortunately still notices its greatest value.

An interesting interview with Tim Cook, the president of Apple, appeared on NPR. Its main topic is the company's efforts to conquer the market of electronic devices that care for our health. As it is not difficult to guess, one of the topics of the conversation was the security of extremely sensitive and intimate medical data.

Nowadays, the discussion on data protection is extremely important. On servers of various entities there are gigabytes of data about each of us. Where we are, what we buy, what texts we read, which pics we like. What is our gender, orientation, travel history or the status of our portfolio.

For now, this data is used in a fairly innocent way. Thanks to them, the voice assistant understands us almost without words, and ads displayed in the browser promote products that we may actually need. However, it is not difficult to imagine using this information in a much more harmful way. The authors of cyberpunk novels have already done it for us.

Apple opposes it. Theoretically even losing.

Processing information on external servers - in the so-called cloud - has a lot of utility benefits. The cloud eliminates our relationship with one specific device. In addition, it relieves our equipment - why the computer should consume resources and energy to recognize the face on our photo archive, since the Google or Facebook servers can take it out of this duty.

But not Apple.

Whenever possible, Apple's programs, services and equipment focus on local information processing. Sure, we can keep our files for example in Apple iCloud, but even their analysis is done by macOS or iOS. Not on someone else's computer. On our. Applications for macOS and iOS have very limited rights to collect data, even at the expense of functionality. Even such a trivial thing as automatically shutting down microphones in MacBooks is a feature that is not to be found in the competition.

Local data processing, even with the use of apple machine learning algorithms, has no chance to work as well as a huge data center specialized in artificial intelligence solutions for data processing. Siri will probably never keep up with the Google Assistant for this reason. Apple will never live as well with digital advertising as market leaders. But there is also the other side of the coin.

Privacy protection as Apple's merchandise.

Apple is one of the last two propagators of privacy protection among IT giants. The second such company is Microsoft, but in his case we have to partially take it on faith. The giant from Redmond ensures that its cloud is also a safe safe, closed against unauthorized access. Still, he puts this cloud on the table, and Apple is more extreme here. And very well.

I have many problems with Apple. In addition to the rather ephemeral culture of the company, I am not satisfied with a few more tangible features of its hardware and software. From high and unacceptable margins on products to software gaps, which I do not want to accept. I have an Android device in my pocket and on my desk with Windows.

I will not be the customer of this company, although it may change one day - already now the iPad and Apple A processors are starting to reach the level clearly unattainable for the competition. Apple, however, never compromised the trust of its clients, and quickly withdrew from the mistakes made in this matter. Using his products I feel safe and trust them. I treat Google and Facebook as enemies - useful and noteworthy, but which should be followed by extreme caution. I do not even have this problem with Tim Cook.

This is a very important and worthy periodic praise.

I do not like the future that giants of computer science are drawing in front of us. We will be tracked at every turn, through our devices, the IoT network or even urban smart city elements. The data will be processed and archived, and he knows what it will be used in the future.

Apple does not do that, and - as Mr. Cook says - he will remain faithful to this philosophy. And this may be much more valuable to us than information from Google Assistant that our emails indicate that we write a lot about cleaning, so it may be worth buying a mop-advertised by Google Ads.



Tim Cook is right. One of Apple's greatest values ​​is respect for privacy

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