Apple Introduces New ‘Private Relay’ Feature to Increase User Privacy

Apple has announced the inclusion of a number of privacy protection features at its annual developer conference.

Among them, private relay, with which the behavior of users in browsers can be hidden from Apple, Internet providers and advertisers.

‘A fundamental Human Right’

“At Apple we believe that privacy is a fundamental Human Right,” said the company’s vice president Craig Federighi. “We don’t think you have to trade off great qualities with privacy.”

The Cupertino company has come under pressure to reduce its tracking of user data.

It won’t work in China, Saudi Arabia, Belarus …

“Any company that relies on tracking people or being able to discover who you are and what you do to advertise yourself will have a very difficult time facing these new privacy restrictions that Apple has established,” says Tuong Nguyen, analyst at Gartner Technology.

Although this function will not be available to users in countries China, one of its most important markets, Saudi Arabia, Belarus, Egypt, Colombia, South Africa or the Philippines.

Apple has also presented, among other innovations, its new iOS 15 operating system and the Live Text tool, which recognizes and digitizes the text included in photographs.