By Tim Higgins
A year after angering software developers with new privacy
features aimed at making it harder to track iPhone users' digital
footprints, Apple Inc. on Monday doubled down with even more
changes that will roil the digital advertising industry.
Among the numerous updates to popular apps, such as Maps, Wallet
and Weather, the Cupertino, Calif., tech giant said it would
introduce later this year additional features to help users control
how their online data is used by third-parties.
"Privacy is more important than ever, because when you use the
internet and third-party apps, you can be tracked by a complex
ecosystem of data brokers and ad tech firms, often without your
permission," said Craig Federighi, Apple senior vice president of
software engineering. "We don't think this is right. We believe in
protecting your privacy and giving you transparency and control
over your information."
Those changes include allowing users to shut off the ability of
marketers to see if and when an email is opened through Apple's
Mail app -- which could have a large effect on campaigns from
businesses and publishers -- and to hide IP address information to
prevent tracking web usage on the Safari browser. Apple also said
premium iCloud users will be able to access the internet with a
feature called Private Relay that would block network providers
from using IP addresses and web usage to create a user profile for
tracking.
The effects could be dire for the digital ad industry's use of
the iPhone.
"Looking longer term, they seem like a final blow to
user-centric tracking, since ad tech mostly exists to serve that,"
said Eric Seufert, a strategist and consultant who has worked with
clients to react to some of Apple's previous privacy moves.
Chief Executive Tim Cook kicked off the weeklong Worldwide
Developers Conference, normally a pep rally for the company and its
acolytes, with a virtual event streamed on the company's website
that revealed software changes planned for this year.
Included in the changes with the coming iOS 15 operating
software, Apple said its texting system, iMessage, will offer new
ways to share photos. Sound quality will be improved on its video
calling software, FaceTime, and the company will allow it to be
used on rival Android and Windows devices. There is also a new way
to handle notifications on the iPhone, including getting summaries
during the day and focusing on work or personal items. Wallet will
allow users in participating states to add their driver's
licenses.
"We're excited to share our latest technologies with you and
with the incredible community of millions of Apple developers
around the world," Mr. Cook said during the event. "Your creativity
and groundbreaking apps continue to deliver new and meaningful ways
to enrich people's lives."
The annual conference comes on the heels of Apple's courtroom
fight with "Fortnite" maker Epic Games Inc., which spotlighted the
increasingly thorny relations some developers have with a company
that controls access to the billion-plus iPhone users
world-wide.
Last month's trial, in which Epic accused Apple of improper
monopoly behavior, capped a year of rare dissension among app
developers. The period has included public sparring with Facebook
Inc. CEO Mark Zuckerberg and Mr. Cook's defense before Congress of
Apple's behavior.
At the heart of developers' gripes is money. Some dislike the
privacy rules Apple recently enacted that disrupted the digital-ad
industry. Others loathe the commission, as much as 30%, that Apple
takes on digital revenue generated through the App Store.
Apple has denied allegations that it is a monopoly and defended
its commission as in line with rivals' and fair for the value it
has created. Apple has said Epic wants to get around paying its
fair share for using the App Store.
"The future of Apple's take rate with developers is the elephant
in the room at this year's WWDC," said Gene Munster, managing
partner at Loup Ventures, a venture-capital firm specializing in
tech research.
After the Epic lawsuit was filed in August, Apple lowered its
commission to 15% from 30% for apps with $1 million or less in
revenue, a decision that Mr. Cook said was connected to concerns
for small businesses.
The bulk of the money generated through the App Store is from a
small number of apps. Most apps generate less than $1 million, are
free and don't pay any commission. Free games generate money
primarily through in-app advertising, for which Apple doesn't
collect a sales cut.
The year of discontent began at last year's WWDC, when Apple
said it planned to introduce new privacy tools, including one
dubbed App Tracking Transparency, or ATT, in its iOS 14 mobile
operating system. Developers, including Facebook, complained that
ATT would disrupt their ad businesses. In-app ads are often
targeted at users based upon data about their activity online,
which is collected by apps. Developers spent months puzzling out
new strategies to deal with Apple's privacy-policy changes, which
now require users to agree to being tracked.
Mr. Cook has forcefully defended the change as a way to protect
users' privacy and help them to control how their data is used.
But, in January, Mr. Zuckerberg said Apple had every incentive to
"use their dominant platform position to interfere with how our
apps and other apps work."
Ben Wood, an analyst at CCS Insight, said in an email about
Monday's changes: "Hiding information such as IP addresses,
location and whether users have opened or read emails could
severely limit the way many companies track and monetize users but
will be welcomed by consumers who are becoming increasingly aware
of how much data is being captured."
Before the event, Mr. Zuckerberg took a new shot at Apple,
saying Facebook wouldn't collect a cut of earnings from live
performances, subscriptions and other forms of creator earnings
until 2023. "And when we do introduce a revenue share, it will be
less than the 30% that Apple and others take," Mr. Zuckerberg wrote
on his Facebook page.
Amid the complaints, Apple has tried to highlight what Mr. Cook
has called an economic miracle unleashed by the App Store.
Apple recently released a report that estimated that billings
and sales facilitated by its App Store rose 24% to $643 billion
last year compared with 2019, fueled by quarantined users looking
to avoid in-person interactions. Investors were rewarded last year
with shares almost doubling in value.
During the Epic trial, U.S. District Judge Yvonne Gonzalez
Rogers -- who is expected to rule on the case in the months ahead
-- confronted Mr. Cook with survey data that, she said, indicated
that 39% of developers were either very dissatisfied or somewhat
dissatisfied with Apple's distribution services.
"How is that acceptable?" she asked.
In testimony, Mr. Cook said he was unfamiliar with the document
but noted that Apple rejects about 40% of apps submitted to the
store each week. An Apple lawyer later pointed to a 2019 internal
survey that said 19% of developers reported dissatisfaction.
The suggestion that 39% of developers are unhappy with Apple is
a striking figure for those who have closely followed Apple. "Apple
is used to having 99% satisfaction with their customer base," Ben
Bajarin, principal analyst for Creative Strategies Inc., said.
--Jeff Horwitz contributed to this article.
Write to Tim Higgins at Tim.Higgins@WSJ.com
(END) Dow Jones Newswires
June 07, 2021 17:31 ET (21:31 GMT)
Copyright (c) 2021 Dow Jones & Company, Inc.
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