Advertising: Apple’s Unfair Advantage

Surveillance by an Internet platform is called “Tracking” unless you’re Apple, then it's called “Personalisation.”

See how Apple has quietly shifted the language from Tracking to Personalisation.

Privacy Is A Human Right

Apple’s brand is built on the notion that it doesn't make money from selling its user's personal information — “What happens on your iPhone, stays on your iPhone”, right?

Now, having kicked the legs from under the ad-fuelled tech sector, Apple has plans to build its own ad empire. A flurry of over 600 job posts for Apple’s new ad team set the intention to “drive the design of the most privacy-forward, sophisticated demand side platform possible.

Explainer: A demand-side platform allows advertisers to use automation to boost media campaigns, often leading them to spend more money.

But this is nothing new. The origins of Apple’s move into ads can be traced back to 2019 when Tim Cook wrote this piece for Time Magazine. about the world of online advertising. It was a great piece of strategic marketing as well as creating clear blue water between Apple and the rest of Big Tech.

Cook’s message was simple: Consumers deserve their right to privacy. Who wouldn’t agree with that?

But here’s the thing. Cook defined his competitive differentiation. Apple is for consumer privacy. And



Rick Huckstep - Making Sense Of Tech

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