The new Apple privacy facility will randomly generate email addresses for different services in order to protect your personal email and information from applications gathering data.
Social login options like Facebook’s ‘Login with Facebook’ are popular with users because they bypass the need for users to create new identities on every website they visit. However, they are very popular with companies like Facebook because they use this feature to track your journey through other websites and then sell your information to advertisers and marketers.
The main thrust of the new ‘sign in with Apple’ privacy facility is the company’s commitment to not track its users, creating a buffer between consumers and the sites they use. When sites and apps request your email address, you can opt to hide it, with Apple generating a random email address that sends messages from those services on to your personal inbox. These randomised addresses can be disabled at any time.
The ‘sign in with Apple’ privacy facility will work with the company’s various devices as well as on the internet.
Patrick Howell O’Neill wrote on the Gizmodo site: “It’s a smart jab against spam: Not only will you be able to turn off spammy email more easily, but you’ll also be able to see who exactly is sharing and selling your email widely when that random address starts to get spam from companies buying up data.”
Industry commentators predict that this could be the start of a wide backlash against Facebook’s, and other’s, data gathering and marketing practices, with the general public coming to expect such protections from other developers as standard.