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Apple wants to be the only technology company you trust.

Tim Cook went on stage with a new sophistication, explaining why Apple services are different. Of course, they are intuitive, and the usual Cupertino bustle is in the details, but the important moment came at the end. "They are designed to ensure the privacy and security of your personal information,” he told the audience. As each new product — a credit card, a news service, and a first-class TV channel service — emerged, managers emphasized how attentive they are to the data and how much they value the user's privacy.

At right angles, you can see a broader picture of how Apple thinks about building services. In the field of streaming and digital payments, Apple competes with a number of technology companies that are all heavily influenced by Jobs and the iPhone. A good understanding of design and software ecosystems is the stakes on tables, but not enough to give them an edge over Google and Facebook. The advantage of Apple is that, unlike these giants, it does not sell targeted advertising and does not collect or distribute a huge amount of personal data associated with it. Given the choice, Apple suggests that you need a billion-dollar digital wallet without the advertising business. Thus, online services are competing for trust, and Apple is positioning itself as a privacy provider.

Apple has taken this step before, although it has rarely been as explicit as Monday. As Facebook survived the scandal after the scandal, Tim Cook positioned Apple as a model of responsible technology, calling for federal crackdown on data brokers and supporting calls for new standards for data privacy. For services such as Photos and iMessage, where Google and Facebook offer almost identical competitors, Apple staked on storing data on the device locally - a move that a competitor cannot take for business reasons.

The Apple event this week was dedicated to a new Apple Pay-integrated credit card, an updated news application and streaming services for games and television, and each one fits into the same privacy area. What you spend your money on is incredibly important data, and it is widely monetized through the same data brokers that Cook tried to regulate. Apple may claim to be less interested in monetizing your data than Visa or Bank of America, because it makes all the money you need by selling you a device. When the Apple Card partnership with Goldman Sachs arose, a carefully formulated promise of confidentiality appeared on the scene: "Goldman Sachs will never transfer or sell your data to third parties for marketing." (The card’s privacy page explains: "Of course, Goldman Sachs will use your data to operate the Apple Card.”)

The same privacy concerns apply to articles that you read and that are potentially sensitive and full of cross-site trackers that allow sites to make money. The subscription service removes all of this, at least theoretically, leaving only Apple with the data. Netflix and Amazon do not target advertising, but the new generation of smart TVs are increasingly doing this, giving you another reason to watch things on your iPad instead.

Like most Apple projects, it's more about ECOSYSTEM than any service.
Like most Apple projects, this is more about the ecosystem than any one service. If you really believe that Apple is better at protecting your data, you will not stop using an Apple Card for payments. You will want to use Apple services for all of your sensitive data - and, of course, you'll need Apple devices to do this. Even if the company does not make extra money on the Apple Card itself, privacy-oriented services can bring huge dividends to other parts of the company. It is important to note that Apple still collects a lot of data. In most cases, he simply shares this with fewer companies.

There are reasons for skepticism. Apple still collects most of your data to optimize services and, sometimes, to show targeted advertising, even if it isn’t on the scale of Google and Facebook. The fact that its services are private may be less convincing than Netflix and HBO, Apple’s main streaming television competitors, who sell a fairly simple product without any targeted advertising campaigns to finance it. Perhaps most importantly, Apple’s new reputation as a privacy advocate is based on the fact that it goes beyond the history of hacking iCloud accounts, in particular, hacks in 2014, which compromised celebrity accounts and uploaded nude photos to the Internet. Even if you completely trust
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Jolene, editor