Many of us have a habit of clumping all the tech brands together when it comes to the industry’s privacy and security issues. How safe do we really feel with our personal devices? Apple Canada unveiled a new :30 second ad during last night’s The Village on TV. It features a variety of ways we protect our privacy through a series of relatable everyday moments. The ad had me thinking about how much we really understand and how much control we have of our personal data.

Here’s the ad:

Many of us grew up as the generation that trusted everything — our parents were even more trusting. But we didn’t have nearly the kind of technology like we do today. We now have global access to virtually everything we want right from our personal devices. 

So much has shifted. Now we’re always reviewing privacy and  safety measures of daily life with our parents as much as we do with our kids.  Many of us can’t seem to function without our mobile devices. We love the productivity, the convenience and the accessibility. But how much do we really know about our privacy when it comes to our mobile devices?

It’s important to learn and understand the facts as not all technology companies operate in the same manner. Data collection comes to mind and it may come to a surprise that not all companies treat it the same way.

Apple’s key message in this ad is that privacy is a fundamental human right.

So, the question is can you have smart devices AND privacy?  As a consumer, I want control of what, and who, I decide to share my information with. Yes, I don’t have issues with sharing certain information if I know it will benefit me in some way. But I want to know what’s happening with that information – when it’s collected and by whom.

So, what should we know?

It’s interesting to learn that most data is processed directly on the devices with Apple — you are the only one that can see it.  Apple’s Differential Privacy  — a phrase I had just learned while going through their privacy and security information, gives me piece of mind. How it works explained in this screen shot…

Minimizing personal data collection means security from the start. Apple builds the products collecting as minimal customer data as possible.  When they do it’s only meant to improve quality of experience, enable features or to secure their service to us.

Apple also disassociates us from our data. For example, what you say to Siri or what you search for on the internet  or what you read on Apple News won’t get tied back to you to create a comprehensive profile that can be associated with your personal information.

Transparency and control. You will know if you’re about to share any personal information. You still have the choice to share or not. In fact, they also demand that consent with any third party apps as well. You own your own data, so you should have the ability to control it.

How much data is collected? Apple itself minimizes the amount of data collected and will always ask for permission. When Apple does collect data, it’s to create better experiences for you only and without compromising your privacy or data. This was actually something I didn’t know but happy to learn.

It’s interesting to learn about the measures Apple takes to protect our privacy. Definitely worth your time to read up as well. You can link here to read about Apple’s privacy and security measures: