Apple executives say privacy controls and advertising can co-exist

Apple Inc.’s software chief says advertising and privacy can co-exist as changes to the iPhone more than a year ago continue to shake up the digital advertising market.

Speaking at the Wall Street Journal’s annual Tech Live conference, Craig Federighi, senior vice president of software engineering, said the iPhone maker was unsure of the short-term ramifications of the new requirements ‘it introduced last year and which require third-party applications to search for users. permission to track their digital footprints.

“We believed that in the long run, quality advertising and product privacy could coexist, there would be innovation, part of us, part of others,” Federighi said. “But that journey hadn’t started. He was what we wanted for ourselves, our friends and our family, we thought…people should have that level of control.”

Many users have rejected requests for these apps, resulting in lost business in the digital advertising industry, from Facebook to Meta Platforms Inc. to Snap Inc.

Apple’s hold on its digital users has come under fire in recent years, particularly from third-party app makers unhappy with the power it wields over the iPhone ecosystem through its App Store and the money it raises. digital income.

One of the responses to the rise of Silicon Valley has been European Union legislation aimed at limiting the power of big tech companies. Those efforts include legislation that received final approval this week for a mandate that electronic devices from 2024 must have USB-C ports, a measure born out of frustration with incompatible smartphone chargers and a desire to reduce waste among users with multiple cords.

“Obviously we’ll have to comply,” Greg Joswiak, Apple’s senior vice president of worldwide marketing, said Tuesday evening. He joined Mr. Federighi on stage for the event.

Apple’s iPhones don’t use the USB-C charging ports that are already prevalent in some computer makers and rival Android phones. The Cupertino, California-based tech giant had opposed the measure, saying it would hurt innovation.

The new directive only applies to devices sold in the bloc’s 27 member states, but could have wide effects around the world, as device makers often aim to have common parts globally. Mr. Joswiak was coy when asked if the change would be comprehensive.

“You are trying to make me predict the future,” he said.

Apple executives also spoke to some of the employees who raised concerns about the company’s efforts to send workers back to the office on certain days a week.

Mr Federighi called being together a fundamental part of the company’s culture, saying that when they are back, “we are so much more efficient and we are energized, invigorated and happy”.

“It’s a big disservice when I read where people say Apple employees don’t want to come,” he said. “Of course, there are people who moved to Kansas and said that’s where I want to be. He’s an Apple employee. But I think a lot of us are excited to be able to have a dialogue the ones with the others.

James V. Hayes