Before talking about how iOS and Android systems deal with "personal data", that is, data privacy, let's take a look at a data and a trend.
▲ Starting from iOS 14, the protection of "privacy" has become a major enhancement. Picture from: YouTube
Apple’s iOS 14.5 launched at the end of April has a stricter App Tracking Transparency (ATT) feature , which allows users to turn off ad tracking, thereby achieving a certain degree of personal privacy data protection.
Flurry, an American analytics company, tracked the number of iPhone users that allowed tracking and "required not to track" after the iOS 14.5 push. According to a sample analysis of 2.5 million daily mobile active users, only about 4% of users in the United States allow apps to obtain IDFA ( Advertising identifier) and allow tracking.
▲ Flurry's statistics on the proportion of ad tracking rejected in the United States. Picture from: Flurry
When this scope is extended to the world, this proportion has risen to 12% in a sample of 5.3 million users, but 88% of users still disable App tracking, which is still overwhelming.
In addition to the convenience brought about by the development of the Internet, we are also paying more and more attention to the problem of the abuse of private data. Previously, these private data were shared with some large companies in the "default state", and they would profit from the collected data, and we could only "hand in hand".
The emergence of iOS 14.5 ATT gave a privacy data switch, and also gave users an initiative on privacy issues. Close to 90% of users who choose not to track can be regarded as a counterattack to the long-term squeeze of private data by large companies.
Google: My Android followed
While Flurry announced this data, Google also stated in the developer's Blog that it will follow the ATT function of iOS 14.5 and introduce the "Privacy Tag" function for the Android system, but this function will be officially launched as soon as the second in 2022. Quarter.
▲ The Android privacy enhancement timeline announced by Google. Picture from: Android Developers Blog
Similar to Apple iOS 14.5, Google intends to launch a "privacy safe zone" on the Play Store to help users understand what personal data the app collects, whether it is encrypted, whether it will violate privacy, and ask developers to explain where the data is collected Item functions, etc., to further increase transparency. As for those apps that don’t follow Google’s "Privacy" policy, Google will ask developers to resolve them, and it is possible that they may be taken off the shelf directly without changing the rules.
Google’s new policy for privacy applications will be launched for testing in the third quarter of this year. The official launch time is expected to be in the second quarter of 2022. Google has left developers about a year to prepare.
In fact, as far as privacy is concerned, Google has already started on Android 10. One is to restrict non-system applications from accessing the user's unchangeable ID, including IMEI and serial number. The WiFi Mac address is randomly generated by default and is no longer fixed, preventing privacy from being tracked.
Both iOS and Android in the future are taking the lead in improving the problem of "private data" abuse, which is good for users, but it may be a "fatal blow" for companies whose main business is accurate digital advertising.
MIUI, Flyme, ColorOS have already begun to pay attention to “privacy''
In fact, it is not only Apple and Google. In recent years, domestic manufacturers have also begun to attach importance to "privacy protection", and "privacy" has gradually become an indispensable feature of domestic customized systems.
As the light of customized systems, Xiaomi emphasized several efforts to protect "privacy" in MIUI 12 last April. There are "flares" and "blocking nets" for App authority management and abuse, and "privacy masks" for the entire system level.
The "Privacy Mask" is actually a virtual ID, or OAID (Anonymous Device Identifier) to be accurate. In the Internet, OAID is used to replace the previous IMEI code to prevent advertisers from binding our private data to the device, so that we can accurately label us and push advertisements more accurately.
The "small and beautiful" Flyme 9 also emphasized new measures to protect "privacy" at the press conference. It is also divided into two parts: App-oriented and the entire system level.
The three aspects of "Guardian Scepter", "All-Seeing Hawkeye", and "Invisible Boots" are for individual apps, and they are more strictly authorized and monitored. "Private cloak" has some system-level meaning. It can grant the application the permission to read blank information, and has corresponding restrictions on the clipboard, storage, gallery, files, etc.
▲ From left to right: MIUI 12.5's virtual identity, Flyme 9 and ColorOS's restricted advertising tracking switch.
Even in the hydrogen OS, which is known for its simplicity, there is a resetable advertising ID switch, and users can "opt out of the advertising personalization function", and this function is actually Google balancing advertising personalization and user privacy data.
▲ Mobile phones with pre-installed Google Play services can stop and reset the advertising ID in the settings. Image from: Google
On the help page of the Play Management Center, Google also emphasizes that advertising service providers can only track this resettable advertising ID, and do not have permission to access the device’s permanent and unique identifier (ie, IMEI code, etc.). If the rules are violated, advertising The merchant will receive an "email warning".
▲ From left to right, App Store, Xiaomi Store, and Google Play, although all have marked access to permissions, but the App Store is clear at a glance, and the others are "too long to see."
"Limiting Ad Tracking" is just the beginning of the "Privacy War"
▲ Facebook criticizes Apple's "monopoly" ecological advertising services. Image from: cnet
▲ Facebook and Instagram pop-up windows begging users to grant permission.
▲ Picture from: Pexels
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