Apple’s refusal to utilize personal data: Missed Connections?
Today, Apple’s CEO Tim Cook appeared on Charlie Rose, and answered several questions about big data, and the ethical nature of the vast amount of personal information that big tech companies have access to. In contrast to other Silicon Valley giants such as Facebook, Google, Twitter, etc. who use ones online actions, browsing history, messages, In order to “optimize” the users experience, Cook insists that Apple’s business model “is not based on having information about you.” Much of the other company’s revenue is generated from advertisements, which are created by algorithms that analyze personal data and present advertisements specifically generated for you. In contrast, Apple gets a majority of its profit from the sales of its hardware (iPhone, iPad, Mac computers).
This is a very relevant application of weak and strong links in within a network. In this case, each node in the network is a product that can be advertised, and in order to produce the “custom” advertisements, data is processed in such a way that “strong links” are created between your past browsing histories, and items similar to them. For example, if you frequently browse espn.com and baltimoreravens.com, advertisements on social media sites view you as having a strong connection to both sports and the Baltimore Ravens, and would be much more inclined to display an advertisement for a Ravens Jersey, instead of displaying a Colts jersey, which is a much weaker connection.
By not using the data, especially iMessages and emails, apple is choosing to ignore a vast wealth of information that could result in unprecedented profit margins for the company. This is a very ethical move by the company, especially in the hypercompetitive technology market.
http://blogs.wsj.com/digits/2014/09/15/apples-cook-your-data-is-not-our-business/?mod=ST1