The for and against arguments in a nutshell It fought the entire ad industry over a new privacy feature.īut for whatever reason, Apple failed to anticipate the PR disaster it was creating for itself, and now needs to find some way out of the mess. The company attacks other tech giants over privacy. Its CEO talks about privacy in every interview and public appearance. Having spent years touting the privacy credentials of its devices and its policies, including the famous “What happens on your iPhone, stays on your iPhone” slogan, it should have come as no surprise to Apple that the announcement proved controversial. The company has currently bought itself some time by delaying the rollout while it tries to think of additional safeguards, but the question remains: What could those be? … If it doesn’t, it will be condemned by child protection groups. If it presses ahead, then it will be condemned by civil rights groups and security professionals. Apple has really gotten itself into a CSAM no-win situation.