At Apple’s WWDC conference this week nerds, fanbois and developers were greet by the news that Apple will be shipping iOS6 later in the autumn (or “fall†for non European readers). Among the features that Apple is touting are:
- Ditching Google Maps for its own mapping product and GPS tools
- More deeply integrating Facebook with iOS, similar to the deep integration with twitter that emerged in iOS5.
I personally have some privacy concerns about this level of integration and the potential for Apple to become even more the “Big Brother†they so eloquently mocked in their 1984 TV advert.
Maps
By ‘baking in’ an application (Apple Maps) that will likely require me to disclose my location to Apple in order to work (and which at first glance appears to be less useful than Google Maps), I’m getting a less good deal on which to base the sharing of my personal data. And Apple aren’t giving me a map for the good of my health or because they want me to know where I am.
Location data is part of the “Big Data†gold rush. Traditionally it has been mobile telcos who have access to this data and can analyse it to determine a variety of offerings for customers (next time you get a “pleasantly surprising†SMS message telling you about a special offer in the coffee shop you just happen to be near, congratulations, you’ll have walked within range of a ‘geo-fence’ that will have triggered the SMS. Assuming of course you opted-in to that kind of thing. Like that voucher service you signed up to).
Google tracks you as well when you used Google Maps on your iphone. But, in the absence of a Google login that tracking is relatively anonymous, going down at most to being able to identify that a particular device was in a particular location (unless you’re logged into a Google service on your device, in which case rest assured Google is probably making associations on the fly).
Apple on the other hand can also link your location to your phone. And your phone is registered to you. Through iTunes. So Apple will potentially have access to a more granular level of data about who is where, when, who is near them, who they are contacting (iMessage makes your SMS free to another iPhone user… congratulations, Apple now knows who you are messaging). Apple knows what kind of music you like, what movies you rent, your demographic segment… (it’s the iTunes platform!)
By adding maps to the mix in the iOS/iTunes platform, Apple can also tap information about you in motion – where you are travelling from, to, how fast and can probably make assumptions about your mode of transport (moving fast, not on a road, in a relatively straight line… means you’re probably on a train. Well done, Apple now knows you are probably a user of public transport).
As CNET reporter Rafe Needleman writes:
…the more users you have running your geolocation software, the more data you have about how fast people are moving. Apple’s adoption of its own mapping platform means it will now get access to that data from its iPhone users, assuming (and it’s a big assumption) that Apple can hurdle the privacy issues over gathering that data.
And as Apple’s European HQ is based in Cork, it will be the Irish Data Protection Commissioner who will be in the vanguard of haggling with Apple with regard to the nature of the terms and conditions and controls that will be placed on the processing of the valuable and very identifiable personal data in question.
I use Facebook. I have a Facebook profile. I am a believer in Sun Tzu’s mantra that one must know your enemy.
By tightly integrating Facebook with iOS6 Apple potentially gets access to a valuable array of data about who you know, your interests, etc. Facebook get an easier to manage interface and a more ‘baked in’ and reflexive sharing of content and information by Facebook users.
And the individual gets another avenue by which personal data by and about them may wind up in places they were not expecting or being used in ways they didn’t anticipate.
Later this month Facebook will be facing into the return visit of the Irish Data Protection Commissioner who made relatively negative findings in their audit report earlier this year (but not as negative as many may have hoped). As the integration with iOS was not in the scope of their original review, I suspect it will not be on the table for discussion (at least not formally).
But again it is the Irish Data Protection Commissioner who is in the vanguard of protecting the fundamental rights to Data Privacy which are enshrined in EU law and which Facebook, through it’s terms and conditions, extends to Facebook users everywhere outside of the US and Canada.
And it means Apple don’t have to waste any more time and effort trying to put the bounce into Ping. They will have effectively outsourced that to Facebook. So Apple wins something. Facebook wins something. Where is the consumer’s win (and is it big enough to balance the impact on privacy).
Evolving the Platform
Any minute now I expect my friend Phil Simon to fire out a blog post about how Apple’s ditching of Google and locking in and locking down of Facebook represents a platform strategy play in The Age of the Platform. Apple is simply adding more “planks†to its platform, pushing out a competitor platform and reducing the incentive for another platform to start competing in devices (or at least minimising the impact of any such competition by leveraging the critical mass of the iOS/iTunes platform).
But to stretch and mangle Phil’s Platform analogy to the nth degree, any form of large scale construction requires permits and clearance and needs to balance the utility and convenience of what is being built (whether it is a shopping mall or a social media data sucking behemoth) with the impediments it may cause to the rights and enjoyments of individuals.
And the “Building Control Inspector†in this case will more than likely be the Irish Data Protection Commissioner.
- With less than 22 full time staff
- A budget of less than €1.5million
I fear that the back-end complexity of Apple’s move to front-end simplicity may be a killer blow to the efficiency and effectiveness of the Office of the Data Protection Commissioner, which is already creaking under the strain.
Given the influx of DataSuck Platform companies in to Ireland (LinkedIn, Facebook, Twitter, Google, Apple –admittedly here for years, Zynga etc.) the Irish Data Protection Commissioner is rapidly becoming the “Local Sheriff†in the Wild West of ‘Big Data’ exploitation for more than just the 4.5 Million people living on our little island.
#SupportyourLocalSheriff