Apple has always prided there self on being the most innovate and creative brand around. But from what I’m gathering from the last two Apple product announcements their focus has temporarily changed to securing trust with their customers. The last two announcements surprisingly haven’t mentioned the iPhone 6 or the ever popular Apple watch. Instead they have made an announcement that they are rolling out their new “Trust Feature”.
What’s The Trust Feature?
The “Trust Feature” is a new feature that has been integrated into Apple Pay & Health products. So now there is clear and concise messaging in place and the consumers will own their data. That data is going to be secured and protected. This says a lot, beings that consumers have to enter personal information to use these new functions. On Apple.com they stated that
“With Apple Pay, instead of using your actual credit and debit card numbers when you add your card, a unique Device Account Number is assigned, encrypted, and securely stored in the Secure Element, a dedicated chip in iPhone, iPad, and Apple Watch. These numbers are never stored on Apple servers. And when you make a purchase, the Device Account Number, along with a transaction-specific dynamic security code, is used to process your payment. So your actual credit or debit card numbers are never shared by Apple with merchants or transmitted with payment.
What This Means!
Apple has been showing consumers their dedication and process behind their creations for years now. It’s hard to say that they haven’t been in the for front of Technology, Craftsmanship, and Design. As well as constantly showing a mastery in let the consumer know how dedicated they are and the time they put into to making products for them. The “Trust Feature” Should be no different. It seams that Apple is putting that same effort in marketing that.
- The consumer will own their data
- The consumer selects who has access to that data
- The consumers data is isolated and secured
- There will be no access to this data unnecessarily
- This is a 24/7 encryption that will record all actions taken with your data
Data has become a part of our everyday lives we submit data everywhere. Sometime knowingly and other times unwittingly but either way we are sharing it. If Apple can make us feel more comfortable about how it’s handled then they should stay in charge and have continued dominance. This was just a quick insight on what the direction of marketing and importance of privacy has come to for Apple products and functions. If all companies would worry as much as Apple about what their consumers need and want the world would be amazing.