It almost went unnoticed in the flood of announcements that punctuated the WWDC conference this year, and yet Apple has launched a new service: iCloud Private Relay. This new feature should be available in the fall at the same time as iOS 15 and macOS Monterey. If we are to believe Apple's announcements made during the conference, it should materialize by an additional layer of security which guarantees the confidentiality of users when they browse the Web.
A practice, which is a continuation of Apple's announcements for several months, the Apple brand making the confidentiality of its users one of its priorities. If the new announcement from the Cupertino company was therefore rather well received by the public, this is not the case for digital advertising professionals. Advertisers fear that this new layer of anonymity will put an end to “digital footprints” and the tracking that is their livelihood today.
This new service, iCloud Private Relay, will be part of iCloud+, the new paid subscription service from iCloud which allows you to unlock more storage, but therefore also to access iCloud Private Relay, a replacement solution for iCloud. IP address which is supposed to make the work of advertisers even more complex.
iCloud Private Relay: how does it work?
How iCloud Private Relay works is actually quite simple.Without being one, strictly speaking, it is close on several points to a VPN, a system well known by people wanting more privacy on the internet. The biggest nuance is that Apple does not allow you to use a server in a foreign country (which is what a VPN does), if you are located in France you will be able to change your IP address in order to hide it from third parties using a fake IP address, but which will also be in France.
Today the vast majority of advertisements that you can see on the internet are displayed based on the user's browsing data, data to which advertisers will soon no longer have access, thanks to this new service from Apple.
As highlighted in a report byDigiday,this new service from Apple is the little brother of App Tracking Transparency, a feature introduced with iOS 14.5 which already prevented applications from tracking users without their informed consent. With iCloud Private Relay, Apple is expanding its scope from mobile applications to the entire web.
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By : Keleops AG
