Apple wants to know users better without knowing them

"While Google has used differential privacy to analyze user data from its Chrome browser, Apple is the first major tech company to adopt it more widely and publicly, said Arvind Narayanan, a computer scientist at Princeton University.  

“That’s what makes this so exciting – both for the technology and for the future of privacy protection,” he explained.

In terms of challenges, Narayanan said the technology could come with extra costs.

“Unlike other technologies, it’s not plug and play. The company has to think carefully about their data. They [Apple] have to re-architect some of their software to do its job in a differentially private fashion.”"

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