Goodbye to Passwords? In IOS 16, Apple Introduces Pass Keys - More Secure and Encrypted Than Passwords

In a move supported by other tech giants like Microsoft and Google, Apple Does Away With Passwords in its Latest iOS, Relying Upon Pass Keys like Fingerprints and Facial Recognition Instead

As our world has become increasingly digitally dependent, we also have come to rely on more and more passwords. Apple now aims to simplify that process, eliminating the need for endless passwords by introducing “Pass Keys.” Pass Keys such as fingerprint and face recognition authentication methods are already in use on Apple devices and through iOS 16, Apple takes it one step further, eliminating the need for passwords altogether.

Pass Keys are more secure and encrypted than traditional passwords, making them far more difficult to hack into and thus improving security. They also are less of a headache on a daily basis as you would not have to remember or save passwords or constantly try to develop more complex passwords that cannot be easily hacked into.

Tim Cook Addresses Data Collection 'Surveillance' and the Need for GDPR in the US

Tim Cook calls data collection 'surveillance' in blunt, forceful speech on 'data-industrial complex'

At the 40th International Conference of Data Protection and Privacy Commissioners in Brussels, Belgium back in October, Apple CEO Tim Cook did not shy away from using strong language to warn of the dangers of data collection and loss of citizen privacy. Cook praised the European Union for taking the initiative in protecting the personal data of its citizens with the passage of General Data Protection Regulation or GDPR. He urged the United States to follow suit with a federal law that would protect citizen’s rights against what he described as an emerging, ‘data-industrial complex.’

“Our own information is being weaponized against us with military efficiency...We shouldn’t sugar-coat the consequences. This is surveillance. And these stockpiles of personal data only serve to enrich the companies that collect them.”

— Tim Cook, Apple CEO

He explained how data-gathering algorithms affect individual privacy and how these tools can be abused through rogue agents, organizations and governments to undermine society.

“Now more than ever, as leaders of governments, as decision makers in business and as citizens, we must ask ourselves a fundamental question. What kind of world do we want to live in?”

— Tim Cook, Apple CEO

He also shared how Apple questioned the power of a totalitarian state and conformity in the 1984 Macintosh ad "Why 1984 Won't Be Like 1984.” The powerful ad played on the themes of George Orwell's dystopian novel 1984, ending with the powerful message that technology can be used to empower, rather than enslave.

After the event, Cook also shared his thoughts on Twitter.

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Four Elements of Privacy

Cook outlined four key rights that he thinks should be essential to a new US federal privacy law. 

1. Right to have private data minimized.

2. Right to know what data is being collected and why.

3. Right for any individual to get access to his or her own data, correct it and delete it, if desired.

4. Right to security, which he described as “foundation to trust and all other privacy rights.”

Cook also admitted that there were plenty of people who would prefer that he had not said that and that many people will also publicly endorse privacy reform, but ‘undermine it behind closed doors.’ He also pointed out that any technology that would supposedly be hampered by privacy laws was false and such a claim was destructive. Tim Cook is the first CEO of a large American corporation to take such a pro-privacy stance on individual consumer rights.

At Elf, we believe that privacy is a fundamental human right, as essential as freedom. 

Apple's Acquisition of AI Startup Silk Labs Demonstrates the Company's Philosophy of Privacy First

Apple’s Preference for Artificial Intelligence Powered Devices and Services That Respect Your Privacy

Apple’s Approach to AI: Privacy-First

According to a Tuesday report shared by The Information, Apple has quietly acquired privacy-focused AI startup, Silk Labs. While Silk Labs is a relatively small acquisition as the company’s round of prior funding had raised $4 million only and had 12 employees, the purchase demonstrates a growing divide between Apple and other tech giants hotly pursuing artificial intelligence growth.

While companies like Google focus on providing the most accessible AI services with the hope that providing ease of use will overcome privacy concerns, Apple takes the opposite approach, insisting upon privacy. From taking photos to asking Siri questions or getting directions, users can be confident using Apple’s platform that their data remains private and that Apple does not gather their personal information to sell to advertisers or other organizations.

The Sense smart-home assistant launched on Kickstarter was the first AI product of Silk Labs and ran completely on local user devices. While Sense was never brought to market, the product reflected the same privacy-focused philosophy that Apple has taken regarding the use of artificial intelligence.

Google Focuses on Scale and Ease of Use at the Cost of Privacy

On the other hand, Google’s recent AI acquisitions, Onward and Dialogflow, are cloud-based services that employ natural language processing to communicate with customers at scale. Scale and ease of use are the dominant factors affecting Google’s approach to AI to work with its existing business strategy.

To Share or Not to Share?

A 2017 study by Deloitte discovered that a majority of Americans are not comfortable sharing their browsing and social media activity with companies. Nonetheless, the number of Americans who are willing to do so has still doubled from 2014 to 2016.

How will consumers respond as the race for AI dominance continues? Will the decision be based on technology performance, ease of use and scalability? Will consumers be more concerned about their personal freedom and privacy? Perhaps then, the popularity of AI platforms in the future will be determined more by philosophy than technology. Apple seems to think so.