[imagesource: Apple]

We’re no strangers to the fact that when it comes to privacy, if you’re plugged into the social network, or in some cases just own a phone, your private data could be doing the rounds in unexpected places.

Ask Facebook – it’s pretty open about where it’s sending your info.

Despite this, you’ll find few people who are willing to go dark.

This might have something to do with the thought of going off the grid, growing our own vegetables, and living without electricity, which sounds like a lot of work.

Okay, we already live without electricity half the time, but the rest is tricky.

Thanks, Eskom.

The point I’m trying to make is that while our lack of privacy has been somewhat normalised, it shouldn’t be.

Apple agrees, adding yet another plus point to the long list of reasons I am forever devoted to that company.

Ahead of the launch of iOS 14 and the iPhone 12, Apple has made it clear that it means business when it comes to keeping your information safe.

Forbes notes that, like its predecessor, iOS 14 focuses heavily on security and privacy, but this time around it’s taking it to the next level.

One major privacy feature in iOS 14 is the need for apps to actively ask for permission before tracking you across services. Apple will allow you to choose between “Allow Tracking” or “Ask App Not To Track.”

If you need proof of its efficacy, look no further than the reaction from Facebook, which is livid about the fact that it would no longer be able to collect iPhone identifiers for advertisers from users, which will impact “the business model of itself and its advertisers”.

Sorry, not sorry.

Other steps to keep your business your own include a location privacy update, which will give you more control over whether or not you choose to reveal your exact location to apps and services.

All of this is backed up in Apple’s new ad, titled ‘Over Sharing’.

Observe:

I feel like this advert does double duty as a PSA for those who insist on playing their voicenotes out loud, so that all and sundry are subjected to their inane conversations.

You know who you are.

Back to Apple, which has clearly taken a great stance in this regard. It knows that users are tired of feeling like Big Brother is watching every time they use their phones, and it’s up to the challenge.

If you’re late to the party, and have yet to upgrade your life with an Apple iPhone, join the party with the help of Digicape.

Swing by one of its stores to take advantage of excellent customer service, or, if you’re still conducting all of your business from your couch, the Virtual Shopping Assistant will guide you through your options.

That info, friends, is worth sharing.

[source:forbes]