Is privacy only for the elite? Why Apple’s approach is a marketing advantage

by | Oct 18, 2022 | Technology

This article is part of a VB special issue. Read the full series here: How Data Privacy Is Transforming Marketing.
Shortly after GDPR went into effect in 2018, Apple began running privacy-focused advertisements and since then, has released several more along the same line — coming out with unique angles to showcase its enhanced security features. 

Using privacy as a marketing asset was viewed as a smart marketing move by Estelle Masse, Europe legislative manager and global data protection lead at Access Now, a data privacy advocacy organization that defends the digital rights of users worldwide.

“Privacy is actually a commercial advantage,” Masse said. “Companies need to move beyond thinking it’s part of an annoying compliance checklist. It can be a competitive advantage for you and build trust for your users.”

As other companies clamored to navigate compliance with enhanced privacy regulations while maintaining their marketing data strategies, Apple embraced privacy issues as a key point for its marketing. The company proved privacy could be an asset, rather than the liability it became for its Silicon Valley neighbor, Facebook (now Meta), which spent 2018 navigating the Cambridge Analytica data privacy scandal. Meanwhile, for other tech companies, privacy became a downfall instead of a key feature. 

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Though, the divergent approaches to privacy by these two tech giants may have foreshadowed another problem: A privacy divide that’s only widening between consumers who can afford the products and devices that include strong privacy protections and those who cannot.  …

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