Apple's Craig Federighi on iOS 14.5's Privacy: ATT

Craig, speaking about iOS 14.5’s new App Tracking Transparency:

Personal information can be used and abused and even weaponized in ways that can be really destructive–often in a way that’s not really all apparent to the person who might be giving up that information.

Years ago, people were saying, “Oh, privacy’s dead–everyone’s giving up their privacy.” We just kept doing it because, to us, regardless of whether it was a selling point for a phone, we thought it was The Right Thing.

An organization’s values are exercised and have the most power when they’re expressed in action. Sometimes, those actions are unpopular, but it’s precisely at these times when values are the most important. This is integrity.