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  • Good afternoon.

  • And John, thank you so much for that generous

  • introduction and for hosting us today.

  • It's a privilege to join you and to learn from this

  • knowledgeable panel on this fitting occasion

  • of Data Privacy Day.

  • A little more than two years ago, joined by my

  • good friend, the much-missed Giovanni

  • Bittarelli and data protection regulators from

  • around the world, I spoke in Brussels about the

  • emergence of a data industrial complex.

  • At that gathering, we asked ourselves what kind

  • of world do we want to live in?

  • Two years later, we should now take a hard

  • look at how we've answered that question.

  • The fact is that an interconnected ecosystem

  • of companies and data brokers, purveyors of fake

  • news and peddlers of division, of trackers and

  • hucksters just looking to make a quick buck is more

  • present in our lives than it has ever been.

  • It has never been so clear how it degrades our

  • fundamental right to privacy first and our

  • social fabric by consequence.

  • As I've said before, if we accept as normal and

  • unavoidable that everything in our lives

  • can be aggregated and sold, then we lose so

  • much more than data.

  • We lose the freedom to be human.

  • And yet this is a hopeful new season, a time of

  • thoughtfulness and reform, and the most concrete

  • progress of all is thanks to many of you.

  • Proving cynics and doomsayers wrong, the GDPR

  • has provided an important foundation for privacy

  • rights around the world and its implementation and

  • enforcement must continue.

  • But we can't stop there.

  • We must do more.

  • We're already seeing hopeful steps forward

  • worldwide, including a successful ballot

  • initiative strengthening consumer protections right

  • here in California.

  • Together, we must send a universal humanistic

  • response to those who claim a right to users'

  • private information about what should not and will

  • not be tolerated.

  • As I said in Brussels two years ago, it is certainly

  • time not only for a comprehensive privacy law

  • here in the United States but also for worldwide

  • laws and new international agreements that enshrine

  • the principles of data minimization, user knowledge,

  • user access, and data security across the globe.

  • At Apple, spurred on by the leadership of many of

  • you in the privacy community, these have been

  • two years of unceasing action.

  • We have worked to not only deepen our own core

  • privacy principles but to create ripples of positive

  • change across the industry as a whole.

  • We've spoken out time and again for strong

  • encryption without backdoors, recognizing

  • that security is the foundation of privacy.

  • We've set new industry standards for data

  • minimization, user control, and on-device

  • processing for everything from location data to your

  • contacts and photos.

  • At the same time that we've led the way in

  • features that keep you healthy and well, we've

  • made sure that technologies like a blood

  • oxygen sensor and an ECG come with peace of mind

  • that your health data stays yours.

  • And last, but not least, we are deploying powerful

  • new requirements to advance user privacy

  • throughout the App Store ecosystem.

  • The first is a simple but revolutionary idea that we

  • call the Privacy Nutrition Label.

  • Every app, including our own, must share their data

  • collection and privacy practices, information

  • that the App Store presents in a way every

  • user can understand and act on.

  • The second is called App Tracking Transparency.

  • At its foundation, ATT is about returning control to

  • users about giving them a say over how

  • their data is handled.

  • Users have asked for this feature for a long time.

  • We have worked closely with developers to give

  • them the time and resources to implement it.

  • We are passionate about it because we think it has

  • great potential to make things better for

  • everybody because ATT responds to a very real issue.

  • Earlier today, we released a new paper called A Day

  • in the Life of Your Data.

  • It tells the story of how apps that we use every day

  • contain an average of six trackers.

  • This code often exists to surveil and identify users

  • across apps, watching and recording their behavior.

  • In this case, what the user sees is not

  • always what they get.

  • Right now, users may not know whether the apps they

  • use to pass the time, to check in with their

  • friends, or to find a place to eat may, in fact,

  • be passing on information about the photos they've

  • taken, the people in their contact list, or location

  • data that reflects where they eat, sleep, or pray.

  • As the paper shows, it seems no piece of

  • information is too private or personal to be

  • surveilled, monetized, and aggregated into a

  • 360-degree view of your life.

  • The end result of all of this is that you are no

  • longer the customer.

  • You are the product.

  • When ATT is in full effect, users will have

  • a say over this kind of tracking.

  • Some may well think that sharing this degree of

  • information is worth it for more targeted ads.

  • Many others, I suspect, will not.

  • Just as most appreciated it when we built a similar

  • functionality into Safari limiting web

  • trackers several years ago.

  • We see developing these kinds of privacy-centric

  • features and innovations as a core

  • responsibility of our work.

  • We always have.

  • We always will.

  • The fact is that the debate over ATT is a

  • microcosm of a debate we've been having for a

  • long time, one where our point of view is very clear.

  • Technology does not need vast troves of personal

  • data stitched together across dozens of websites

  • and apps in order to succeed.

  • Advertising existed and thrived for decades without it.

  • We are here today because the path of least

  • resistance is rarely the path of wisdom.

  • If a business is built on misleading users on data

  • exploitation, on choices that are no choices at

  • all, then it does not deserve our praise.

  • It deserves reform.

  • We should not look away from the bigger picture.

  • At a moment of rampant disinformation and

  • conspiracy theories juiced by algorithms, we can no

  • longer turn a blind eye to a theory of technology

  • that says all engagement is good engagement.

  • The longer, the better.

  • And all with a goal of collecting as much

  • data as possible.

  • Too many are still asking the question how much can

  • we get away with when they need to be asking what

  • are the consequences.

  • What are the consequences of prioritizing conspiracy

  • theories and violent incitement simply because

  • of the high rates of engagement?

  • What are the consequences of not just tolerating but

  • rewarding content that undermines public trust

  • and lifesaving vaccinations?

  • What are the consequences of seeing thousands of

  • users join extremist groups and then perpetuating

  • an algorithm that recommends even more?

  • It is long past time to stop pretending that this

  • approach doesn't come with a cost, a polarization, of

  • lost trust, and, yes, of violence.

  • A social dilemma cannot be allowed to become

  • a social catastrophe.

  • I think the past year, and certainly recent events,

  • have brought home the risk of this for all of us as a

  • society and as individuals as much as anything else.

  • Long hours spent cooped up at home, the challenge of

  • keeping kids learning when schools are closed, the

  • worry and uncertainty about what the future

  • would hold, all of these things threw into sharp

  • relief how technology can help and how it can

  • be used to harm.

  • Will the future belong to the innovations that make

  • our lives better, more fulfilled, and more human,

  • or will it belong to those tools that pries our

  • attention to the exclusion of everything else,

  • compounding our fears and aggregating extremism to

  • serve ever-more invasively targeted ads over

  • all other ambitions?

  • At Apple, we made our choice a long time ago.

  • We believe that ethical technology is technology

  • that works for you.

  • It's technology that helps you sleep, not keeps you

  • up, that tells you when you've had enough, that

  • gives you space to create or draw or write or learn,

  • not refresh just one more time.

  • It's technology that can fade into the background

  • when you're on a hike or going for a swim but is

  • there to warn you when your heart rate spikes or

  • help you when you've had a nasty fall.

  • And that all of this always puts privacy and

  • security first because no one needs to trade away

  • the rights of their users to deliver a great product.

  • Call usve.

  • But we still believe that technology made by people,

  • for people, and with people's wellbeing in

  • mind is too valuable a tool to abandon.

  • We still believe that the best measure of technology

  • is the lives it improves.

  • We are not perfect.

  • We will make mistakes.

  • That's what makes us human.

  • But our commitment to you, now and always, is that we

  • will keep faith with the values that have inspired

  • our products from the very beginning because what we

  • share with the world is nothing without the trust

  • our users have in it.

  • To all of you who have joined us today, please

  • keep pushing us all forward, keep setting high

  • standards that put privacy first, and take new and

  • necessary steps to reform what is broken.

  • We've made progress together and we must make

  • more because the time is always right to be bold

  • and brave in service of a world where, as Giovanni

  • Bittarelli put it, technology serves people

  • and not the other way around.

  • Thank you very much.

Good afternoon.

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B1 US privacy data technology user att apps

Tim Cook on Privacy

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    郭振廷 posted on 2021/02/11
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