Apple’s Craig Federighi Explains iOS 14.5's Privacy Features | WSJ

The latest update to the iPhone’s operating system features a new privacy feature called App Tracking Transparency. WSJ’s Joanna Stern spoke exclusively with Apple’s Craig Federighi about the decisions behind the feature, as well as Apple's interest in mixed reality-and the possibility he'll replace Tim Cook as CEO. Photo illustration: Alex Kuzoian for The Wall Street Journal
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#WSJ #Apple #iOS14

[@AtillatheFun]

He is charismatic, has a computer science background, and is always entertaining on stage and off. This man should be the next CEO after Tim.

[@drinkingpoolwater]

i feel the same way. craig is apple to me. i’ve always liked him more than tim cook.

[@thenormalone6753]

Totally agree but consider that he isn’t THAT young. Maybe after Cook they are looking for someone a little bit younger. Other than that, id love him as CEO

[@rudyhernandez1043]

YES

[@mattyb808]

Agreed...

[@YakobtoshiNakamoto]

I love Craig but I'm 99% sure Jeff will be the next CEO. Jeff's role as COO suits CEO as a natural progression. I also feel Craig would miss being close to the development team if he were to be CEO. But who knows 🤷‍♂️ Either way Hair Force One is a legend!

[@jhavanna7564]

Thats guy looks so confident about what he say. No hesitation at all; really impressive

[@vahn_legaia]

questions in advance? pre-recorded?

[@drcola143]

@@vahn_legaia I don’t think Apple would do that

[@erifetim]

@@vahn_legaia most likely anticipated

[@gaminghedgehog6384]

Kind of like Steve Jobs

[@drcola143]

@@davidluong8370 she didn’t even give him any hard questions

[@HaiLeQuang]

He must be the coolest software engineer I've seen. Confident, eloquent, good looking and loads of hair. Somebody is gifted.

[@lleeexx]

Hair is on the critique list? Haha rip me

[@Mahalakshmi-Khan]

"loads of hair" .....Jony Ive has left the chat

[@rankun203]

Hair force one

[@yuyhero]

Such combination shouldn't exist. He's a glitch in the Matrix

[@aarijimam832]

He is my inspiration as a Computer Science student

[@kenlu7261]

I think he could sell me a $1000 pen... the way he speaks and carries his message, amazing.

[@imeann...]

I like how whenever she asks a huge question which they could use to make a big headline with depending on his answer he says “I don’t know”

[@utubekullanicisi]

@@imeann... There was only one question of that caliber and he basically said “I think we feel good about what we’re doing right now, so I don’t think so”.

[@Lousy_Bastard]

People are so easily fooled, I wouldn't buy a lump of rock of that man.

[@harsharya545]

Or a $ 150 pencil

[@adamfattal468]

Insanity

[@Kaotik199O]

Reporter “Mixed reality headset” Craig “I don’t know what, you’re talking about” (With big smirk 😏 and confident pose) 😎

[@PythonPlusPlus]

Meanwhile his arms are shaking uncontrollably

[@MCroppered]

Shrugged his shoulders while answering too. He knows 😂

[@jonathanmorris1480]

Lol, I think he almost cracked

[@Kaotik199O]

@@jonathanmorris1480 he wanted to, but apple Corp will eat him alive if he spills the beans!!!! 😂😂

[@danartlifestyle]

@@jonathanmorris1480 CrAcKeD FeDeRiGhI 🤣🤣🤣

[@watchdealer11]

He may not be Superman but he is Zuckerberg's worst nightmare 😂

[@techshorts6044]

Omg yes ❤️

[@zorrogamer99]

That’s 21st century Supermán

[@jrsilva5921]

Well idk maybe all of this privacy thing is just smokes 🤡🤡

[@offwhitemke]

Zuckerberg needs to let go of the idea that he needs to track users so deeply. We still have billboards everywhere and advertisers are paying for those without any way to track customers. The same is true for broadcast TV and radio. Maybe the margin will drop a lot, but most likely FB has enough data inside it's own systems that it can still do very effective ad targeting.

[@MrParnak]

When a software engineer who cares about people gets a seat at the table, heads start turning :)

[@rechiecanonigo3800]

“I don’t know what you’re talking about “ - uhhh feels like an angel whispering on my ears😅

[@lemarz8006]

iGlass coming soon

[@tantann7082]

Omg !! This is the funniest cause I felt the same 😂

[@coltenquackenbush23]

I LOVE HIS VOICE... If his career at apple ever fails he could record audio books...

[@blessedzulu]

Awfully bold of you to invite the potential next Apple CEO to record audiobooks. 😂

[@NexApex]

@@blessedzulu I mean I think he has the power to take few hours out of his incredibly busy life to do something like this .

[@benaffleckisanokayactor]

he could narrate his own memoir after he retires as Apple CEO but I'm guessing he will not have retained that voice by then

[@JSmith-nu4bl]

Lol

[@joshtheld]

I feel that within the past 4-5 years Apple has really opened up to interviews like these and it's awesome to see!

[@user-pk3bn1pu6s]

I just wanted to say that the “😂” is the most pathetic emoji of all time 

[@markflopresti]

@@user-pk3bn1pu6s you’re entitled to your opinion

[@vijayrajendran6315]

But they still turn off comments on their youtube channel 🙃

[@MikeDent]

It would never have happened on Steve’s watch.

[@StefTechSurfer]

*Me* Tries to think of a Google VP interview ahah, there's many.

[@carlospcpro]

“I don’t know what you are talking about” *laughs* jajajaja epic

[@joanboronat7403]

The way he said it is SO sus HAHAHA

[@winter3559]

You mean lol

[@impendio]

Amazing

[@Megaaleh]

@Mostafa Saad Because he believed he could do it better than anyone else in the industry. The iPad marketshare is the proof of that.

[@sherniebuck4660]

He was like invoking the 5th.

[@TheGadgetbadger]

This guys interview technique is masterful, really happy with where Apple is going these days.

[@_BobaFett_]

Apple is sexy AF.

[@DBE008]

He’s done far better than recent certain political people

[@mechadonia]

I’m still mad about the headphone jack

[@dbr_199]

7:32 "I don't know anything about what you're talking about 😃" that aged like fine wine

[@mukamuka0]

One thing I get from Tim cook privacy speech is "Advertising industry works fine before it was tracking us". They don't need to track us for their business to work.

[@ferrreira]

And also: f___ the ad industry. Who needs ads?

[@dathammer101]

yea man fk em! they made my grandma buying stupid things on the internet

[@SuperYinox]

@@ferrreira poeple like u who wanna succed on ytb

[@ferrreira]

@@SuperYinox nah I have a proper job

[@rvr4617]

@@ferrreira Apple sure doesn't.

[@geraldbaria]

This guy's charm is natural. He could be a great next face of Apple after Tim.

[@BlueHawk80]

@Dan Takahashi - English Channel umh, nope.

[@Jakeznk]

@@BlueHawk80 uhm yes.

[@tech4days162]

@@BlueHawk80 umh yes

[@marcel151]

Insanity.

[@Jakeznk]

@@marcel151 it’s not.

[@happytobehere200]

As a long time Apple customer, this is a fantastic move for privacy. I can’t even believe this isn’t already and industry standard. I’m not switching anytime soon. Top notch interview. Great work in 15 minutes!

[@Orincaby]

"top notch" Say that to the iPhone 13

[@muhammadzariff7075]

Was that a pun hahah

[@raahimhadi4905]

top notch

[@viktorstojanovic9007]

If you think any Apple product is completely private and that it doesn't steal your personal information you are very wrong

[@lilwurstbrot8545]

Tbh I just don’t buy it. The market for personal data is just too big to take this. It’s like the weapon business, immoral as sh* but it’s too profitable to be stopped. It is pretty naive to think your data is safe if you’re using apple products. There are so many apple users and hence so much data that this market is huge. Corporations don’t really care about your needs and morals, that’s just not how they work

[@JamesConnor116]

“I don’t trust the Apple Stopwatch.” Craig on the outside: Oh okay that’s fine Craig on the inside: *WHAT did she just say?!?!*

[@RoyRosales]

I saw this toooo! hahahaha he was so confused about the stopwatch shade

[@diedforurwins]

yeah weird comment

[@deadhell304]

@@RoyRosales I was also

[@narukami6364]

Yeah lol it’s just a stopwatch. It’s not gonna hear Craig’s voice and then intentionally slow itself down.

[@ken_c508]

awkward maximum

[@lizarddude8003]

I’m excited for this, Facebook is gonna be livid 😭😂

[@tresbeans]

Facebook still tracks on system level. They will just have to put in work with reformulating their advertiser relationship.

[@utubekullanicisi]

@Lucas Apple will chase after that too.

[@th1nhhdk]

Theres no privacy on a closed-source os, they are lying to you, just duckduckgo it.

[@cy_young_9104]

Zuckerberg owes this guy a hug. You’ve been duped.

[@kseriousr]

@@th1nhhdk Sites can still track you on a device to device basis. Heck they can already track you purely on a user-habit basis within high degree of accuracy.

[@alexconilias6857]

i hope facebook will stop reading my thoughts and dreams after this update

[@elemefaaoo]

😂👌

[@th1nhhdk]

Theres no privacy on a closed-source os, they are lying to you, just duckduckgo it.

[@mukamuka0]

Facebook used your desires to control your behavior, push you to do things you'll never want to do.... Errahhhahr!!!

[@youarereadingmyname]

@@th1nhhdk I rather have Apple handle my data instead of Facebook which already had multiple violations concerning privacy. 🤡

[@th1nhhdk]

@@youarereadingmyname If all your data is in one place... , Just wait until apple gets hacked

[@blaiswilliam]

"I don’t know what you are talking about", "I think it got a lot of potential" ahaha

[@manarya190]

3:32 one of the smoothest voice transitions I've ever heard

[@h.a.7605]

Agree, PERFECT transition!

[@ADeeSHUPA]

@@h.a.7605 uP

[@aashikameen9280]

0 lagging from his words. Impressive 👍🏻

[@Hans5958]

Hope you realised that editing exist.

[@yupickmyusername]

@@Hans5958 Well i dont see cut between word…there’s not a lot of umm in a sentence…

[@hughlevantjames905]

@@yupickmyusername True

[@DonChups]

Rehearsed PR discourse, heavy editing. But that constant fake joy is indeed impressive.

[@dyrichard]

Questions are usually sent in advance. It’s better for both sides.

[@mrdma6262]

"Abuses can range from creepy to dangerous"

[@nofyfb123]

... and apple is behind all of them.

[@utubekullanicisi]

@Woland And Earth is flat.

[@dominicskywalker]

@@utubekullanicisi are you sure, it is said that the flat earth society has members all around the globe

[@hughlevantjames905]

@@dominicskywalker i see what you did there

[@petepowaaa]

Lol that guy who wants you to search up something at it again

[@mellamoakshay]

Turns out he knew everything about what she was talking about!

[@TheBigBentley911]

As a diehard Android user, Apple's strong stance on privacy really has me thinking about switching platforms.

[@kye3k1]

Me too but I’m scared I won’t be able to leave again.

[@lando6486]

I'm slowly heading there by getting an iPad.

[@kye3k1]

@@lando6486 iPads are on a different planet as far as tablets go. I have one and it has lasted me years. That's the other main thing about Apple products you don't throw them out every 2-3 years.

[@imeann...]

@Harry Bond if it’s adaptability you’re right it sucks i need to have different cables for everything bc they keep switching the ports on iphones and macs

[@hsagsevshisbeatevfcox5026]

same , i'm getting real tired of Google's aggressive tracking and invasion of privacy

[@tpf4292]

Protecting privacy is an uphill battle against all the personal data mining businesses, bravo!

[@nofyfb123]

You mean "apple... against apple"?

[@th1nhhdk]

Theres no privacy on a closed-source os, they are lying to you, just duckduckgo it.

[@MrKevosmin]

@@th1nhhdk ok so what are we supposed to search on DDGo

[@cy_young_9104]

You’re still not protected, but keep thinking you are

[@bobbyhp26]

@@th1nhhdk well at least Apple didn’t get caught on privacy violation yet or turning on adstracking without your consent (just check google ads settings)

[@nattymaverick]

Mark Zuckerberg: leT mE iN! LEt ME In! * screeching *

[@gelina8793]

why do i hear this on Kathy Bates voice on TBBT? 🤣🤣🤣

[@onionwood3078]

Hello, it’s zuckie here.

[@jasona.2044]

@@onionwood3078 yuck

[@jasona.2044]

Thanks for that nightmare

[@DK-ox7ze]

"How's software going on the mixed reality headset"? - That was easy to fall for, but Craig was sharp enough to recognize the trap instantly.

[@majectic-berry]

Craig: "I have no idea what you're talking about" Narrator: "He had, indeed, an idea of what she was talking about"

[@Raccoonery]

If he takes over after Tim, Apple will remain in good hands.

[@yaush_]

That comma was essential

[@yavuzkeles320]

@@yaush_ tim apple

[@heinzletzte.6385]

apple is a scam lol

[@rashad9014]

You mean Apple will become stright again!

[@dongeno9106]

@@rashad9014 why do you care so much ¿

[@NomadicJulien]

7:32 She really thought she could score on that one 😂 Just his smile means he wasn't ready for that question

[@Strigon07]

He’s come a long way from being nervous ages ago. He has a positive and funny personality.

[@paulz2312]

Craig gives you a vibe that he’s been in love with what he created and been working on since day one, somehow an super organic feeling. Idk why, but I enjoyed it, so I’m willing to give their product a shot.

[@anishsubedi6208]

WSJ editing is next level

[@sixunity1171]

@Wall Street journal Journal what?

[@cs_044]

@@sixunity1171 That’s a scam thing - Account created 6hours ago and spammed that comment hundreds of times

[@sixunity1171]

@@cs_044 bruh

[@prispalos]

Especially when they edited PewDiePie's words to end his career for no good reason 🥰

[@stpedro-ht9ng]

@@prispalos paying 3rd world children to praise hitler is definitely 'no good reason'

[@coderboycullen605]

“Hair Force One” 😂

[@stopwastingtime5382]

This is very sobering to hear. I think it’s so important that companies like Apple are actively trying to help with our privacy protection as consumers. Since frankly, we all use these products, but really have no idea or control over what ways they use us and our information.

[@JoshRath]

Fast forward to now, two years later... and he 100% knew what she was talking about. 7:16

[@markPatickk13]

"I don't know anything about what you're talking about " he says as he test the new apple glass after the interview

[@dragosionescu1]

😂😂😂

[@meloon6426]

I don’t know what, you’re talking about. I could listen to that sweet sentence all day:D

[@rechiecanonigo3800]

Me too😁

[@ShahrukhKhan-tz1nc]

i dont know anything about,what you are talking about

[@MichaelJOneill333]

Yeah I loved that 😂

[@MichaelJOneill333]

Always have loved Craig. He is such a charm.

[@rl4342]

Great interview. Lots of fun to watch. Much credit to the interviewer.

[@zedrockiby]

This could change so much, will be very interesting to see how this unfolds

[@elck3]

i don't think so, as he said, it's a policy violation for them to force them to not track (i.e. app store policy) -- meaning most apps will just ignore it, because they can.

[@ArthArmani]

Craig Federighi is great guy, keep the good work!:)

[@pranavdesaib]

Great interview. Love such open interviews

[@tanishkarnik8892]

Legends say Craig has been sitting in the same spot ever since mkbhd’s ios 14 video

[@banjopatterson3756]

Really like his respect for our privacy. Facebook and Google both have a creepy obsession with our data and details.

[@ravitejaknts]

Facebook makes sense as they use sneaky ways to track, but Google on the other hand tracks but gives you the option. They also always obey any privacy settings on the iPhone. Dude, you need ads to run the internet at least for now. If there is a company that runs well enough, then it is google. I guess even Apple would have not done justice if they are in ad business like Google.

[@koma7778]

yes. just because businesses wanna do marketing is not an excuse to invade our privacy. We can already see how these platforms are abusing these powers to spread woke culture, china, communism, censorship and cancel opposition such as alex jones, trump or anything anti-china. That said, apple banned parler too. So, apple is no better in this regard.

[@noobnoob5072]

They don’t respect privacy. If they did why can’t I as an Apple user still not up out of sending telemetry data even though exactly want to.

[@franz8461]

When a huge chunk (if not majority) of your revenue comes from advertising, then Apple's action is a huge threat to their cash flow.

[@Michael-te6tb]

@Beats Beats hate to break it to you, but they’re getting into the ad business even more. This is just to weaken the other platforms. WSJ and FT reported this.

[@princetech5701]

The war with Facebook has started

[@cafkafk]

This was the best produced commercial I have seen in a while. I really love how you roleplay it as being a news bit.

[@OliverStammMunich]

Great Interview with Craig. He’s so professional and down to earth. Thank you, for letting us having this choice. Thanks for following the values that Steve was standing for. Kudos 

[@lordanjucero]

Fantastic interview!

[@mavisowens7950]

Great interview!

[@alib1472]

Great conversation, well done WSJ!

[@rmukhfloyd]

Glad to see someone really talking user privacy seriously and actually implementing it at this level! Love the ATT feature! Well done apple!!

[@veer7132]

"If you are not Paying for the Product, YOU ARE THE PRODUCT.." - Facebook

[@denischiosa4496]

Now apple will use your data to sell more stuff to you, it's all about money, they don't care to much about you :D

[@davedaniel4824]

@@denischiosa4496 How can they use data to sell you more stuff? Please submit your facts.

[@ruthagood]

Thanks craig for delivering such a beautiful feature.

[@th1nhhdk]

Theres no privacy on a closed-source os, they are lying to you, just duckduckgo it

[@nikolaaa5988]

@@th1nhhdk yeah I definitely trust a internet rando over a top exec at a trillion dollar company like Apple 👍🏻

[@ruthagood]

@@th1nhhdk i came from android and apple is such a way better choice for privacy, even on geo-location tagging, they give us choices for spreaded location instead of exact one. On android all ads felt just listened to what I spole, and that is irritating and scary.

[@maderandyviryawan443]

Always love the content in this channel

[@DigitalMarkings]

Production of this interview was amazing.

[@Jbscddnz]

7:25 "Trying to hold in the laugh while lying"

[@cristianmarint]

🤣

[@mikemuponda1781]

Every time I see Craig I’m so reminded how he would fit in in soap operas like the bold n beautiful, young and restless etc 😂😂

[@Danny-wv8ec]

loool so true

[@bardz0sz]

Rich from Bold and Beautiful anyone?

[@christopherduke.]

With that Jack Abbott hair.

[@Rjlyrral]

Or Dallas 😂😂😂 he knows who shot J.R

[@left0verture]

I’m with Craig on the “don’t even bother ASKING if you can track.” I’m so totally fed up with the googles and facebooks of the world acting as though my data belongs to them for them to monetize in whatever way they choose. The “do not allow” button is a very tiny way of flipping the bird to these arrogant and self-entitled people.

[@speakwithsully5728]

How do you feel about using their services with no charge? Honest question: would you prefer a subscription model to use Google and Facebook? How would you propose funding these companies?

[@iRandom_Thoughts]

@@speakwithsully5728 they can still give me ads based on my history on their app

[@tahiraslamm]

Loved this interview.

[@art_sarkisian]

Awesome interview with an awesome guy. :)

[@_sparrowhawk]

Dudes an absolute boss. Can’t wait for Apple Glass hhhh

[@DavidAhnn]

7:32 you welcome 🙏

[@NocturnalCoder]

😅

[@moad8baddi]

Thanks for this episode 🙏🏼

[@xingxing85]

He is so charismatic! Love craig so much

[@yogeshbhatt5850]

Tracking this was introduced in iPados about a month ago. I was soo impressed and I added it to my thesis as well.

[@bensoncheng493]

I like this interview. Cool, funny and all the important issues discussed.

[@williamagbomadzi4754]

Editing is soo smooth 🔥

[@discoverymoi]

The single thought of Apple moving away from Steve’s hard attachment to privacy is saddening . I love how seriously they take this concern. 👏🏽 👏🏽

[@violet-trash]

I bet the shareholders were all waiting for Steve to die so they could push for the unique marketing ID that iPhones now have. 😔

[@aperture0]

@@violet-trash It's great. Isn't it?

[@thonmoyrahman2270]

7:23 Craig shakes his left arm when he is lying

[@waytoobiased]

I think that was more laughing. Like he finds the idea of CraigEO somewhat funny.

[@johndominici7591]

Wonderful interview. I appreciated the great questions Joanna asked.

[@mukuruagurooaru6930]

fully confident guy on back of a humble face we need more people like that

[@suyashjaiswal2782]

Maybe ios ain't that bad at all, I guess I should make that jump from samsung over to iPhone

[@apple2023]

I did and never looked back

[@chief4900]

I'm on iOS since 2020. I don't regret it.

[@5stxr.kixn1]

it depends on what you look for on the phone. I switched from Samsung to iPhone to Samsung and iPhones were not my cup my tea but they are some things ios does better than android.

[@hobobobo5244]

Apple still tracks you this is just marketing bs

[@Blueillinifan]

this isn’t about Apple tracking you, it’s about the apps tracking you

[@zinalabddinmohieddin7342]

I love him I would be happy if he becomes the new CEO after our beloved Tim

[@MasiKarimi]

Thanks a lot for the info!

[@matteiooo]

Thank you for explaining ATT more in detail.

[@MickiMinach]

Loved this interview! Joanna should definitely do another round after WWDC 21!

[@welphereiam]

My favorite Apple exec. He's smart, he's witty, he's confident, and he's downright likable!

[@JettingChen]

Nice animated graphic explanation!

[@sherlockholmes6982]

Dude has a great calming and soothing voice

[@Bailioublog]

It's incredible. He has an amazing radio voice. I'm jealous 😂

[@sky-eo8tz]

Very profesionally made and informative ,thank you

[@harshmore1982]

Was much needed

[@vinnitec]

So WSJ is quite professional but, still, so much joy to watch interviews, reviews, and reading. I absolutely love this. Thank you, guys.

[@luisendrayana]

The apple's concern about privacy is the selling point that made me happily switched back to the apple ecosystem The recording indicator (access dots) then ATT, really appreciate it

[@minecraftminertime]

Apple still collects your data, they care about seeming like they care about you only when it helps them. These new privacy controls are only so other companies like Facebook don't make money. Apple still collects your data when your phone is idle.

[@aperture0]

Happy switching back to a restrictive ecosystem.

[@TTaylorDownhill]

WSJ - really stepping up your game with these last few tech videos! 🤩

[@SavageChip810]

That was a great video.

[@TheWantedghost]

One of the best Interview ever,

[@anires1195]

apple headset is real he does know what we're talking about!!!

[@NinPossible]

Thank you so much for asking that question about why not says "deny". I've been wanting to know that for a while.

[@lawrenceflowers2680]

I really enjoy listening 👂 to him! They should have him out there talking some more!

[@anmolsekhon768]

I like how the watch stopped at 8.69

[@rehanmushtaq6084]

should always give the user the choice to decide. Great job.

[@waylaid]

Joanna must have a great budget, this is an incredibly well put together piece! (And informative and entertaining)

[@sdbelfort]

Very eloquently explained. Well done as always Craig.

[@terrasai2857]

Craig needs to become CEO after Tim Cook. He’s the most liked person at Apple.

[@murpho999]

He may well become CEO but being the most liked is not always the right choice.

[@Hamza_Phoeeniixx]

Appreciate this feature soo much. IN YOUR FACE ZUCKERBURG !

[@andy.morris]

Idk why you wouldn’t want to see personalized ads. Like PLEASE use my data to show me ads of stuff I’m interested in, not random ads.

[@rubenhernandez470]

So well spoken.

[@user-cw3yj8jv1s]

7:32 LOLLLLLLL

[@mcch1n]

LOL INDEED