Apple wants its devices to save your life — but it still has work to do
source link: https://finance.yahoo.com/news/at-apple-safety-and-privacy-took-center-stage-this-week-170350511.html
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necessarily wow consumers.
Apple wants its devices to save your life — but it still has work to do
Apple (AAPL) doesn't just want your iPhone or new smartwatch to be cool — it wants the device to have the ability to save your life.
That was the tone at the Sept. 7 "Far Out" event, which the company held at its Cupertino, California headquarters. The event showcased the newest Apple products, which include the iPhone 14, new AirPods, and the much-anticipated Apple Watch Ultra.
The presentation, kicked off by CEO Tim Cook, led with the Apple Watch and a kaleidoscope of stories about how Apple says it has saved users' lives. One user described how his watch allowed him to get help in the midst of an industrial accident, while another talked about how the watch detected a heart condition in his friend just in time to get it treated.
If the company led with its supposed life-saving abilities, privacy underpinned the presentation at every turn. Throughout the event, we saw interludes where executives meditated on how important privacy is to Apple, particularly when it comes to data that iPhones and Apple Watches gather on reproductive health in. post-Roe America. Arguably, Apple's biggest privacy move so far came last year, when it gave users the opportunity to opt-out of apps tracking their activity.
"Apple gets a lot right when it comes to privacy," said Okta principal architect Vittorio Bertocci.
Still, it seems Apple wants even more credibility. The company has seemingly set out to communicate its higher calling, its desire to be the most trusted, lifeguarding name in Big Tech. But that doesn't mean the path forward is simple. Though Apple's gotten a lot right so far — privacy included, experts say — the company still has a ways to go when it comes to making all its life-saving dreams a reality.
Walking the line
Take, for example, the iPhone 14's Emergency SOS feature, which won't be robust for years, said Raymond James analyst Ric Prentiss. The feature, where consumers can send emergency messages via satellite even if they are in a remote area, requires substantial satellite infrastructure that simply isn't yet in place.
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