One of the big threads running through Apple’s Monday keynote was the company’s insistence on user privacy. Apple would not, it suggests, share data with companies for Apple Card or Apple News+.
The new Apple TV channels, however, could be a little different. At least, according to an interview with AT&T CEO Randall Stephenson. Speaking at the Fintech Ideas Festival, Stephenson included Apple when talking about customer data analytics in HBO’s digital distribution deals. HBO is a division of AT&T’s WarnerMedia.
Stephenson talked about the “critical” importance of viewer information when it comes to television. He was then questioned on whether this included Apple.
“Just pick the one you want to pick, we will have access to data,” he said. “It’s critical to everything we’re trying to do. It’s critical to the content creation algorithm, it’s critical to advertising delivery, it’s critical to marketing. It is really critical to everything we’re trying to do.”
The challenges of user data
This isn’t, of course, conclusive. At Monday’s keynote, Apple’s VP of Services Peter Stern said that: “The Apple TV app delivers on all [our] principles, including our commitment that we won’t share your personal information with anyone.”
What exactly counts as personal information varies depending on who you ask. In some cases, it is defined as data explicitly linked to individual users. In others, it could be broadened to include even anonymized data, which can be tracked back to individuals.
In the case of Apple News+, for instance, Apple stressed the privacy-first stance it is taking. This means that customer data won’t be shared with publishers. However, they will be able to see what content is being read and have the ability to “target regular visitors with specific offers for things like newsletters.”
Apple’s efforts to put privacy first are extremely laudable. But this does highlight one of the many challenges the company faces in this area as it makes deals with content makers. Digital platforms like Netflix make no bones about their analysis of user data for commissioning. It’s entirely understandable why other broadcasters would want access to the same data sources. This is viewed as a major positive of digital distribution.
It is important not to jump to any conclusions here. Apple hasn’t spelled out all the details of its data privacy policies with regards to Apple TV. And Stephenson was also talking generally about television and data in 2019. It’s certainly something that will be interesting to follow, though.
Via: Apple Insider
