Privacy wars
Apple has taken further steps towards putting user privacy at the centre of its brand. At its annual developer conference, a slew of announcements included a solution that will allow customers to sign up for apps while protecting their personal data. Sign In with Apple is similar to login tools offered by Google and Facebook but, unlike them, it will allow a user to hide their email address by using one from Apple as a relay. It will come with automatic 2-factor authentication and is designed to work in any browser, not just on Apple devices. And Apple will require developers to incorporate the tool and give it prominence over rivals. In general, we don't like solutions that use existing accounts to sign up for other services because of the proven risk if the underlying credentials are compromised. Sign In with Apple has received a cautious welcome and we'll watch how it develops with interest. Meanwhile, Facebook has argued that it couldn't have violated users' rights to privacy because the platform is "the opposite of private".