"Our business is not to go beyond one’s own": privacy becomes the main theme for Apple

Apple placed a billboard with the text “Our business is not to go into our own” (next to the Canadian headquarters of Alphabet, a subsidiary of Alphabet). The iPhone maker once again hints at privacy issues that Google cannot solve (also owned by Alphabet).

Recently, Apple has positioned the protection of user data as its most important competitive advantage. The company emphasizes that, unlike Google and Facebook, it does not give these users to the side – for example, advertisers. During the CES 2019 exhibition in Las Vegas, Apple decided to roll out its exhibitors by posting a banner that says "What's happening on your iPhone, stays on your iPhone."

In May, Google CEO Sundar Pichai accused Apple of turning privacy into a luxury item. He obviously meant Apple pricing. Its gadgets are much more expensive than analogues on Android. Apple vice president Craig Federigi disagreed with Pichai. According to him, Apple wants to sell gadgets and services to "all who are possible."

Commenting on Pichai’s statement on the merits, Federigi noted that he was “pleased” to see how “other companies” talk about personal data protection. However, he continued, these companies (like Pichai in his column, Federigi did not directly appeal to a competitor) need “more than a few months and several press releases” to change their business processes that are built around data collection.

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