The next step of Apple is the recovery of privacy and another type of PC

"Apple builds things that people want to buy." This seems to be an obvious feeling, coming from the leader who leads software development in one of the most successful technology companies in the world.

But this comment shows why Craig Federighi spent so much time highlighting the new privacy features of the iPhone, iPad and Mac operating systems at the start of the Apple Developer Conference on Monday.

"Our business model is one that does not require exploiting customers' personal information to fund our operations," Federighi said in an interview given at the day of the day. Opening of the WWDC of Apple. "If, fundamentally, you expect … to build large masses of centralized personal data that you will find possible to monetize, it's inherently hostile to privacy." It's basically not the way we work in what that we do. "

This is an important selling point for Apple, as pointed out Federighi, Apple's CEO, Tim Cook, and Head of Personal Data Protection, Bud Tribble, in interviews this week. And this comes at a time when consumers, shocked by privacy breaches at Facebook and Google, are increasingly asking questions about how – and why – their personal information is being recovered by technology companies.

For Apple, talking about privacy has resulted in a new single sign-on service, called Connecting with Apple, which replaces the connection option commonly used by social media networks to help you navigate the Internet. Access to online applications and services. It also means that developers will ask for your permission whenever they will want personal information, such as your location, and will explain how that data is used.

Federighi, who oversees iOS, MacOS and a new iPadOS for his tablet, also talked about Apple's approach to adapting its software to each of the powered devices, as well as why it means the Mac and the # IPad must remain separate. And he explained why the iPad, with iPadOS, could be a replacement for a laptop for some users (although Scott Stein of CNET says that the tablet is still not the computer he needs.)

Here are the highlights of what Federighi had to say in our conversation.

On the private life: Confidentiality is fundamental to Apple. You could go back to the very beginning of the business. I saw an interview with Steve [Jobs] in the late '70s he explained that in timeshare computers they were not really personal. All your data was saved by someone else, then an Apple II was a very personal device because it belongs to you. You have it, you have your records, it's your data. This has been fundamental to the way we think about computers. And of course, our business model does not require the use of customers' personal information to fund our operations. We build things that people want to buy and we sell them to them. It's a really pure arrangement.

Many other businesses are now adopting this rhetoric of privacy. And honestly, I think that just dilutes the word. We are going to end up needing to find a new word to define what is confidentiality … I do not think that saying this: "Hey, we have a switch to switch to private browsing mode or From private browsing, from time to time it is good, we are a privacy company, we have given you control. "No, if, basically, you depend on the fact that most people do not launch this switch and that they do not build huge centralized reserves of personal data that you find able to monetize, it's inherently hostile to privacy. This is not fundamentally the way we work in whatever we do.

On the evolution of the iPad: We had a consistent view on the iPad and its evolution from the beginning. Other companies may have entered the shelf space opportunistically or with a sort of narrow focus on mere entertainment. But from the beginning, we found a place for iPad best for many things that one of the alternatives – a device in your pocket or a laptop. And we've continued – whether you're looking at our hardware or software and running in parallel – to push that experience even further. So, what you have seen today is that the continuous result of what we have been doing since the beginning of the iPad.

There is a symbiosis between the incredible continuous hardware innovations brought to the iPad and the software that we can achieve with this power. You are looking at the iPad Pro today and it is more powerful than … the vast majority of PCs in terms of microprocessor [and] in terms of graphics.

It is in all respects a powerful system, but with a unique form factor.

Compare that to where the iPad started. It was not a capable PC replacement or something like that at the time. Technology is now a bit of the limit of the sky. We continue to evolve what we can do with what we can enable with iPad as this hardware evolves. And we have just arrived at a place where I find it amazing.

On the creation of the iPadOS: The fact that we decided today to really recognize where we are with the new name of iPadOS was due to the fact that we felt like you were collectively taking the places where the iPad was gone , above many years of major improvements and the role that now plays the iPad. in the lives of many people, we think it's a distinct experience.

Our names around our operating systems ultimately reflect unique experiences.

There is an experience with TVOS. It's a different experience than the one you have when you use WatchOS, a different experience than the one you have when you use iOS on your iPhone. These technologies rely on a ton of common technologies.

But when we started to look at the totality of the separate experiences that make up the iPad, we talked about topics like this morning, whether it's a multitasking mode with slides or with split windows – on an iPhone, two documents are not open. simultaneously for a given application. Now on iPad, you can have as many as you want, spread over as many spaces as you want, preconfigured.

When you talk about Apple Pencil and all that is available, or the power of drag and drop in a multitasking environment, the experience has become quite distinct.

And this is not an iPhone experience. This is not a Mac experience. It's an iPad experience.

The name is ultimately a recognition of what we came to during the life of the iPad. We are keeping our foot on gasoline in this regard.

On the iPad replacing your PC – somehow: It totally depends on how you use your PC. So, for example, for me … the iPad took the majority of my time using a digital camera. I am an engineer in training software and passion. But iPad does so much for me that I naturally look for it more than any other device – honestly, more than my phone, more than my Mac. Now it's me and the things I do.

At Apple, many people want multiple monitors, all that the Mac contains. And we continue to push the boundaries, as you found this morning, on what a Mac can do.

So I think that depending on your personality, we have continued to expand the field in which we could say that the iPad is the best solution for many, many people.

If you look at some of the things we announced this morning – the navigation on the desk. For many people, this was the situation: "OK, the iPad is fine for me, but hey, I was going to some websites and all of a sudden I have that weakened experience. I can not enjoy all the power of [what] These websites are, especially those web applications. "Now it's gone.If this is your case of important use, this device is suddenly fantastic."

File Management – we've progressed progressively in file management, but this year you're talking about connecting to remote file servers, connecting to external storage, the ability to manipulate files in the file system. files, decompressing and decompressing them … in the workflow of many people are so much at the heart of what they do. In the past, this has been a barrier. This barrier is gone.

So, depending on who you are and what you do, the iPad becomes the best device for many, many people. And we do not force that. If they want to buy a Mac, it suits us perfectly too.

On the iPad and Mac staying separate: We do not try to converge the user experience, because that would imply that the good user experience was in fact the same for a device that you will hold in your hand and that you mainly manipulate a device with your fingers. lying on a computer. table to a device that is in your pocket.

So we try to allow each of these devices to live an experience that best expresses this form factor and this case of use. And that's partly what we recognize with the distinct name.

We have not yet built a new technology frontier between iOS and iPadOS. In this regard, the type of compatibility you see, the release calendars of improvements to be made, the ability of developers to create universal applications running a single base code, which will be identical, will always be the same.

But what we report and continue to point out, is that if you're a developer who builds an iPad app, we love apps that take advantage of what makes an excellent app for iPad – and we continue to expand what it means.

If you really determine where you can spend money on tools to make your life better, these devices are essential for the way most of us do our work, which we enjoy. And so, certainly, for many people, you will have all the tools and you will use each of them in the role that seems most logical to you.

That's why we have developed experiments such as Continuity and iCloud to make sure you can browse them without thinking. And that's how I work. I do not think about, "Oh, well, this thing is on my iPad, I guess I'd better go out there." I just work on all my devices. So I do not necessarily see that the vast majority of people push the Mac off. It may be that the kind of things they choose to do on their Mac are in part the hours they spend on their iPad rather than on their Mac.

But at the same time, the Mac continues to push its limits in the sort of things you can do then, where you may have to buy a desktop before.

On the way the Mac still has a lot of big promoters: Having a big screen, having multiple monitors, is really great with the Mac. The Mac is an ideal environment for lovers of the ability to get customized tools, to work at the terminal. It's a Swiss army knife that can do so many things.

Connecting with Apple: This set of capabilities that we have been talking about today only appears in a list on which we have, honestly, made decades of work. If you're looking at iOS from the get-go, we've built safeguards around how firewalled applications are, because they're not just about accessing your personal information and making sure you're able to control these elements. As users use applications and the Internet ecosystem evolves, it is increasingly difficult for us to provide the most important features for privacy protection.

These social connections, which have well-known identification information and are shared between sites related to your identity and used to correlate information from many sources, as well as absolutely direct sharing of information – learn all this information about this user – – has become we think of important concern …

We wanted to move to the next logical step by providing an account that, by nature, does not expose your identity to a third party. And what's interesting is that for most developers, they just want you to start using their application with minimal friction. They want to say, "OK, download the application. I want the person to be present and that she's enjoying my application, not that she's being pushed back to the doors." They want to bring them in and have them experiment with their application.

And one of the easiest ways to do this was to do this business around these social logins. And now we give them an alternative.

Do not worry about using the number 13 for iOS: 13 is not unlucky and we are not superstitious. So we are cool. We are happy to go ahead with number 13.

On the dark mode under iOS 13: The dark mode is honestly something that has a massive appeal. When we released it last year for Mojave on Mac, I mean we were blown away by the fraction of Mojave users who operate in dark mode all the time. And on the phone, you tend to use this device in dimly lit environments and OLED, you even realize battery savings. So we expect it to be extremely popular and honestly, it really looks really cool. Those of us who run it are new.

On Catalyst bringing iOS apps on the Mac. We think it's possible for a developer who has already invested in building this awesome iPad experience to be able to transfer it to Mac and make it very easy for them. With relatively little investment in optimizing the Mac experience, they can end up with a really great app. And that's what we're seeing in our own internal efforts on this front, with respect to our own adoption as well as the third parties we've recruited … We think that will mean a much larger market for applications.

If you can now have a single team that will work on all these technologies, [then it’s a win]. When you talk to developers, it's a central theme we hear. They say, "I have a group of people who understand a certain set of technologies and frameworks. They have the skills to create an iOS application. They have a code base on which they work. If you want, I move to a new platform, then I have to hire different people with different skills and now I have to maintain another code base. Wow, it's a hard decision to make for me. [But] if you let me take that same team – not the same code base, [but only have to] do some extra work and now reach a much bigger market, so I'm in it. "