Big Data or Personal Privacy Transgression

Last week, APPLE just posted a letter to customers, in which declared that they could not support the requirement by FBI asking them to make a software which lets FBI “crack” an iPhone for surveillance. Tim Cook, CEO of Apple wrote “They (the U.S Government) have asked us to build a backdoor to an iPhone”, which may be simply translated that this software would act like your own secretary, keeping all your secret (that’s why she’s called secret-ary), but she could be bought if you were under arrest, or just surveillance (not just call records, but all your personal data that you keep on the so-called iCloud and more). Apple has done a really good job in rejecting this demand since they think entering their customers’ data without permission is against the rules. But on the other hand, talking about personal data, I was just thinking, “Is this circumstance the first time we’ve ever heard about privacy transgression?”

I am talking about Big Data.

In a book called “The filter bubble” by Eli Pariser, the author mentioned about Google and its power in tracking one person’s history on the Internet. Pariser wrote: “Today, Google monitors every signal about us it can get its hands on. The power of this data can’t be underestimated. If Google sees that I log on first from New York, then from San Francisco, then from New York again, it knows I’m in bicoastal traveller and can adjust its result accordingly. By looking at what browser I use, it can make some guesses about my age and even perhaps my politics.”

This sounds smart at first, but seriously, it does not. In this book, Pariser gave an example of a company, exists by collecting our cyber data and then sells it to any companies, which need it for targeting their audience/customers (which are us!). They will keep the record of our search, our information every time we go online and then make money from it (now you know why you’ve got spam emails?)

61qfumsnG5L._SL1200_To a PR or marketing company, this is a big money saver. They probably won’t have to run any survey or research each time they build a new campaign, but only pay a load of money for the kind of company, which knows anything about us. But to a customer or an ordinary person like you and me, we are being watched! For sure!

So, the San Bernardino case was not the one-and-only case that would potentially harm our private in the future, but honestly, when you received an email that says “Special promotion, buy a Mercedes, get a free Lamborghini” (just a metaphor!) or “We have the car you need” from a car showroom right after you enter “Latest Mercedes” on Google, then Congratulations! Now they SEE you!

***

Reference links

http://www.prweek.com/article/1383813/apple-ceo-praised-rejecting-fbis-request-build-backdoor-iphone?bulletin=uk%2Fprweekdaily&utm_medium=EMAIL&utm_campaign=eNews%20Bulletin&utm_source=20160217&utm_content=www_prweek_com_article_1383813

http://theodysseyonline.com/appalachian-state/customer-letter-from-apple/319521

http://www.apple.com/customer-letter/

 

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