Apple takes on the Internet: The big tech battle over privacy

The iPhone maker is taking on developers as well as Facebook and Google, transforming the $533 billion digital ad market

Apple surmises that millions of iPhone users have little idea just how closely they are being watched. Not even experts have a precise sense of how and where this data gets used, says the writer.
Apple surmises that millions of iPhone users have little idea just how closely they are being watched. Not even experts have a precise sense of how and where this data gets used, says the writer.PHOTO: BLOOMBERG

Apple boss Tim Cook has a reputation for being soft-spoken and a little boring. His Twitter feed is replete with corporate platitudes. But when it comes to user privacy - "one of the top issues of the century" - he gets fired up.

In January, Mr Cook railed against "data brokers, purveyors of fake news, trackers and peddlers of division, hucksters just looking to make a quick buck".

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A version of this article appeared in the print edition of The Straits Times on May 04, 2021, with the headline 'Apple takes on the Internet: The big tech battle over privacy'. Subscribe