Is the iPhone microphone really used for advertising purposes? Apple responds

Yesterday we discussed an affair which is currently causing great controversy on the internet, and which should continue to do so until the situation becomes clearer. These are recent discoveries made byJoseph Coxof404 media, and whorelate to potential active listening of smartphones and connected devices, for advertising purposes. These are the advertising agenciesCox Media Group(CMG) andMindSiftwho claim it for themselves.

Apple has just reacted to this matter,his answer clarifies the situation a little, but is not necessarily reassuring.

Apple denounces a “blatant violation”

Cox Media Groupboasts of being able to identify potential customers for its partners, based on the informal conversations they have in real time, thanks to the microphones of their smartphones and AI.

CMGnevertheless clarified that “CMG Companies does not listen to any conversations and does not have access to anything beyond an aggregated, anonymized, and fully encrypted third-party data set that can be used for ad placement. We regret any confusion and are committed to ensuring that our marketing is clear and transparent.»

The Apple firm reacted to this affair throughiMore, to whom she confided that the applications operating on theApp Store«must request theexplicit user consent ". She adds that “No app can access the microphone or camera without your permission”, and that the data processed or stored on the servers are “associated with a random identifier — a long string of letters and numbers". Despite everything, Apple denounces a “violation flagrante » guidelines of theApp Store.

So what's the problem?

Despite CMG Group's claims of transparency, as well as Apple's response to the security measures it takes, its accusation of "violation flagrante » with regard to the agency raises questions. If there is a blatant violation, this would mean that Apple does not formally deny the possibility that agencies could circumvent its security guidelines. Which leaves users in doubt.

Especially since thevery precise advertising targeting which some people witness, and this without having previously done textual research, only reinforces this doubt. Especially when we know about the existence of spyware such asPegasus, which are capable of infiltrating phones invisibly. Add to this the fact that theGAFAMdo not formally deny the phenomenon, as well as the enormous potential gain that such a functionality can generate. What better technique to quickly push a person to checkout than to quickly offer them the product or service they have just talked about?

This is not a question of sensationalism or conspiracy, but by taking up and compiling the many elements of this affair, there is reason to question ourselves.

To answer the question in the title: “Is the iPhone microphone really used for advertising purposes?» in view of the elements available to us, it seems that this is technically possible, but according to the allegations ofCMGGroup and Apple, no, but let's still wait for what happens next.