Everyone is talking about the Apple AirTag! And I thought that after 2 years of leaks
and rumours about this... We would finally move on with our lives. But here we are! Still
talking about it.
In this video I will cover two very important points about the AirTag... to help you understand
in a bit more detail what is happening behind this sweet little button.
I will also share some of the iOS location settings that.... I think you ought to double
check.
We might go a bit deep on this one.
Don't
That's what she said
Right ! two things...
Number Juan --- is about how Apple is managing to CIRCUMVENT every data privacy legislation.
I will let you in on a secret. Yes that was a very long word that I had to Google to make
it look like I know what I am talking about.
Is it working? Don't answer that!
The Second point is about market penetration. And How Apple are using this little thing
to its advantage.
So even though everyone is talking about the AirTag, there is one thing that I haven't
actually heard anyone talk about. And no, it's not about the stalking issue.
I mean, that is a big problem as well but... that's been well covered already.
I hinted about this at my Apple event recap. Apple don't do things in a vacuum. Apple are
very deliberate,,, in HOW AND WHEN they launch products and services.
There's always a reason behind every single step they take.
Every move you make... Every smile you fake... I will be watching you.... Don't know where
THAT came from
This AirTag... is cheaper than a round of drinks at the pub. And I don't go to expensive
pubs. 29 quid I'd probably get a couple of pints
and half a bag of crisps.
But.. like a very annoying neighbour... The AirTag has pushed its way into our homes.
Not even taken their shoes off. They came in, opened the fridge...
And currently it's over there sat in our couch, drinking our beer and watching our Apple TV.
... 4K.
Anyway, my point is... Without thinking too much about it we just set it up and thought
oh cool, now I can find my keys and my bag. Wooo!
And don't get me wrong, that is SUPER useful and they NAILED the user experience, as they
always do.
I've had Tile for years and it's alright. But I guarantee if lose my Apple AirTag and
my Tile at the same time (that would be good a video), I am pretty sure I will find my
AirTag first.
Apple's "find My" network make this really powerful. Right? No questions there.
But this video is not about how great the Apple AirTag is at finding things. It's about
the more subtle aspects of it.
In the tech industry there is a term called IoT. Internet of Things. And it's a trend
that's been growing a lot in the last 10 years. Even if you haven't heard of it, you're probably
not very far from an IoT device. Security cameras, ring doorbells, Smart speakers, fridge,
your car...your watch....
Office spaces can use it to determine how space is being utilised. And at home, well
Amazon and Siri Google Home... They're everywhere!
But all of these technologies in the IoT space rely on DATA to be useful.
Bear with me.... Don't fall asleep or skip just yet. I am getting to the point
And the idea then is the more DATA you have about something, the BETTER you can predict
the next best action.
Aviation uses masses of IoT data, from the airplane sensors to learn and PREVENT mechanical
failures.
It's all based on A LOT OF data to understand BEHAVIOURS. You probably heard the terms AI
and Machine Learning so I won't go into that.
And this technology IS in many ways making our lives easier.
And Apple just found ANOTHER way to learn about our behaviours...
I am not saying this is new, if you have an Apple iPhone chances are....
you have a lot of location settings already turned on and sending data to Apple anyway.
At this point we can only TRUST Apple and to be honest, I am on the camp that...
If I am going to get targeted for an ad and that ad is based on my behaviours and is relevant
to me....
Do you know what, I don't feel violated,!
Well a little bit...
I like it. I Like it! I Like it!
As long as I had the opportunity to decide whether or not I want to share my data.
In reality though. Let's be honest... When we are downloading stuff. Accept terms and
conditions? I read every word!!
No one does. Right?
With the Apple AirTag... that choice is kind of irrelevant. So Apple, very intelligently
are providing a sweet little service here.
But in my view, they are also going to be learning a lot.
Of course I don't believe that they will be tracking individuals and nothing like that..
I am not a conspiracy theorist.
For example I used to believe the Earth was round! I am an idiot!
Point is... the AGGREGATED data that Apple will have about our behaviours is extremely
powerful. And super valuable.
So even if you're savvy enough to turn things off, even if regulations like GDPR here in
Europe, or any Data Protection regulations across the world stipulates that you have
to opt in to share your location and data, guess what...
This tiny thing here just managed to cut through all of that.
Don't want to waste too much of your time but I am curious though, what do you think.
Let me know here in the comments. Do you think I am smoking something or do you agree with
anything I said so far.
The second thing I'd like to highlight is the ABSOLUTE masterstroke from Apple in bringing
this product to the market.
Ignoring the non-Apple customers now. And just talking about iPhones...
Apple said earlier this year that there are 1.65 billion ACTIVE apple devices in use.
Let that sink in. Why is that number important?
Tile some time claimed they sold 25 Million of their bluetooth trackers. The potential
for Apple to completely squash any competition right. I know we have other players in Asia
as well and Samsung came with their own.
The market itself is set to be worth 7.5 in 2025. These little things coming in at this
small price tag are an excellent strategy from Apple to dominate that market.
But for me it achieves more than that.
As I mentioned, now Apple will have a lot more DATA about our behaviours and whilst
I am cool with that there are things that you can still control.
And unless REALLY needed, I'd suggest taking a closer look at these iOS settings to make
sure you're not giving too much away.
I will go over my settings - not only telling you to turn them off but explaining WHY I've
turned them off and WHY that might be useful to you.
If nothing else these might help with battery usage. Those of you on iPhone Mini, this could
help you!
Starting with Location Services
By the way... If you got this far thank you so much, make sure to like this video as it
really helps me, especially as a small channel - I will take all the help I can get. And
check out my other videos as well while you're here...
And if you like my stuff, make sure to subscribe as I have loads more content coming up that
I think you will enjoy.
So When you go into the settings, Privacy , Location Services you will see all the apps
that have accessed or ARE accessing your location.
I only have 2 or 3 of these that are set to Always...
because they are usually things I have around the house like Hue lights or Tile funnily
enough.
But if you scroll down... Right to the end here...
There is a System Services option.
Go in there and have a look...Some of these will come down to preferences but I thought
I'd share what I do, and maybe that will help someone make their own choices here.
Apple Pay Merchant identification - OFF Official wording from Apple: Your iPhone will
use your current location to help provide more accurate MERCHANT NAMES when you use
your physical Apple Card.
Not needed. Don't have an Apple Card so I turned it off. Even if I did have an Apple
Card, I am sure the merchant name will come up just fine in my bill.
Compass Calibration This is for the electronic compass to show
you which direction you facing. I will leave this on because I do use Maps and I don't
really want to mess that up.
Device Management - OFF Now this one is a sneaky one. There's not
much info about it online but I happen to work in the tech space and I know that when
you use an iPhone for work, your work may want to send updates or stream apps to your
device via a Mobile Device Management system.
This is quite common in school or work managed devices. If this is your iPhone or iPad turn
it off!
Emergency Calls & SOS - ON
Find My iPhone - ON
HomeKit - ON
Location based alerts - OFF But some people might like the reminder to
call someone when you get to a specific location.
Location based suggestions - OFF Even though Apple won't use your precise location,
something somewhere is recording your IP address to give you relevant news and stuff. Maybe
I am too paranoid about this stuff, but I don't need it.
Mobile Network Search - ON
Motion Calibration and Distance - ON
Networking and Wireless - ON
Share My Location - OFF Unless you use this with your family, then
leave it on.
system Customisation - OFF
wi-Fi Calling
Significant Locations - This will depend on whether you use the predicted traffic routing
or Photo memories.
And Actually AirTag will use this if you for example get tagged by somebody, when you get
home your iPhone will alert you that you have someone else's tag on you.
In conclusion... don't worry too much about this one little, VERY USEFUL thing, but consider
how much you are already sharing and turn things off if you don't need. don't share
any more than what you need is always going to be my recommendation.
And I will see you and your smiling faces on the next one!