# Apple's Shift in Privacy Policy Big Tech pushing the boundaries of privacy - **Source:** [Big Think](https://bigthink.com) - **Published:** 2021-09-15 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/7f8e5865-5443-48cb-a6b0-e0ee48642490 ## Apple's Privacy Reputation Apple has played a leading role in privacy compared to other tech giants. Known for its user data protection policies, the company has been recognized as a trustworthy brand. However, recent developments have cast doubt on this reputation. ## New Software Update Apple announced a new software update for iPhones. This update will scan all images on the device to detect CSAM (Child Sexual Abuse Material). However, this move has raised concerns about the violation of users' personal data. ## NeuralHash Technology Apple will use an algorithm called NeuralHash to analyze images. This technology aims to detect suspicious content by scanning features and patterns in images. However, there are concerns that the algorithm may produce erroneous results. ## Privacy Concerns The new system poses a risk of privacy violation as it can scan users' personal photos. Additionally, there are worries that innocent users could be targeted if the algorithm produces false positives. ## Public Backlash Reactions to Apple's decision quickly grew. Organizations like the Electronic Frontier Foundation and users criticized the company's move. Under this pressure, Apple was forced to delay its plans. ## Future Risks Apple's move signals that Big Tech could push the boundaries of privacy even further. Protecting users' data and limiting the power of tech companies will be the focus of future debates. ## Sources covering this story - https://bigthink.com/technology-innovation/big-tech-privacy-apple — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._