I learned today that Apple began monetizing its users’ data several years ago by selling advertisements.

Apple CEO Tim Cook said “You are not our product” in 2018.

Now people using Macs or iPhones are the Apple product too.

Let take a tour!

Apple ads

What can we find in https://ads.apple.com/ ?

A loyal audience. People trust and rely on Apple, and that’s why they engage with ads on our platform.

Premium, engaged audience.

You can find these sentences on the very first page of the Apple Advertisement website. That means that Apple is selling your profile and your attention as a docile and servile. They said that the Apple’s users are not the product; it’s not true anymore!

And now a tour of the privacy page.

Apple Advertising & Privacy

And now, what can we find in https://www.apple.com/legal/privacy/data/en/apple-advertising/ ?

Contextual information may be used to serve ads to you, such as:

• Device Location: … your approximate location may be used to serve you geographically relevant ads. …
• App Store: Your query when you perform a search, and information about the page you are viewing may be used to serve you a relevant ad.
• Apple News and Stocks: The type of story you read may be used to select appropriate ads.

That means they are using:

• where you are
• what you like,
• the apps you installed and use
• your interests

We may use information such as the following to assign you to segments:

• Account Information: Your name, address, age, gender, …
• Downloads, Purchases & Subscriptions: The music, movies, books, TV shows, and apps you download, as well as any in-app purchases and subscriptions.
• Apple News and Stocks: The topics and categories of the stories you read and the publications you follow, subscribe to, or turn on notifications from.
• Advertising: Your interactions with ads delivered by Apple’s advertising platform.
• App Store searches and browsing activity includes the content and apps you tap and view while browsing

What’s here:

• name
• genre,
• age,
• address,
• what you watch and listen
• what you read
• your real time engagement

What else can honestly be hidden from them?

We make certain non-personal data available to our advertisers and strategic partners that work with Apple to provide our products and services, help Apple market to customers, and sell ads on Apple’s behalf.
Apple does not know or make available to advertisers information about your sexual orientation, religious beliefs, or political affiliations.

They don’t know about your sexual orientation, religious beliefs, or political affiliations?

Really?

How about this app to be coached about sex, or this religious book app, or this app for your political party?

No need to write it down because the apps will talk for you.

Apple does not share any personal data with third parties.

Sounds good? They just are a monopole and killed the little player.

They start advertising and take advantage of their strong position right away. Double red card.

https://thebigtech.substack.com/p/apple-killing-billiondollar-ad-industry-onepopup

Is Apple a vilain?

Well, they’re probably not the worst, but they’re entering the courtyard through the front gate. For other examples see below.

How Apple utilizes anti-competitive language to promote their own ads business over third parties. – https://puri.sm/posts/google-ads-apple-ads-while-purism-adds/

“You are not our product.” Apple CEO Tim Cook famously said in 2018. Now people are the Apple product too. – https://adguard.com/en/blog/apple-tracking-ads-business.html

Other links ‘how to use the Apple Ads’: 

• https://redboxmobile.com/blog/unveiling-the-pontential-of-apple-search-ads-for-digital-banking-and-fintech-apps-2024-01-31/
• https://arpubrothers.com/blog/apple-search-ads-advertising-introduction/

I know it’s hard to leave Apple — their products are quite good, and their closed ecosystem can feel like a safe little garden. But please, consider using another smartphone or computer in a near futur. It’s worth it! :)