Apple defies industry logic.
Apple is the only major tech company with a default assumption that consumers don’t want to be tracked or targeted across the web. Its leaders convey a belief that your data is your data until you say otherwise. In a world where data has been called the “new oil,” how does Apple side with privacy and stay so rich?
Cynics argue that it’s because Apple depends less on advertising and commerce. I say it’s a benefit of Apple’s strategic decision to build trust with its customers.
If you work in digital media, you need to know that the industry is one year from taking a big step toward Apple’s view. No, this isn’t a case of digital disruption coming (once again) from Silicon Valley. In this case, the seismic shift originates in the European Union. Much of the digital media industry is likely to panic over the coming months. But mark my words: The EU will ultimately lead publishers and advertisers to a better place.