Apple’s (NASDAQ:AAPL) new feature: headache or aid?


Apple (NASDAQ:AAPL) has incorporated a new feature in its iOS 8. This is an advantage for all the users wanting to maintain privacy. The basic job of this feature is to randomize your device address thereby hiding it from unwanted personnel as soon as your iPhone or iPad starts its search for wifi. However, there have been reports regarding the failure of the feature to work.

Apple (NASDAQ:AAPL) is trying to help its customers avoid strange wifi services that your mobile device picks up while your wifi is switched on. Apple (NASDAQ:AAPL) randomizes the phones MAC address so that your phone cannot be hooked to anything.

Hackers are able to use wifi signals to get in touch with a person’s internet. Retailers have also started this approach as they leave wifi signals logged on your device thereby later targeting their ads to your phones. Apple (NASDAQ:AAPL) has tried to reduce this happening to its consumers so that hacks and other viruses are avoided. Its differentiated approach to increase its privacy for consumers is probably because of the chaos it went through previously with celebrity photo hacks.

The problem that AirTight stated regarding the service is that three conditions must be met prior to the usage of the wifi. These three conditions are as follows:

  • The wifi should not be hooked to a wifi service
  • Your phone must be in sleep mode
  • You must switch off your location services via privacy settings

So as obvious as they are, no one abides by these conditions. Some apps do not work if location services are turned off and these apps are the popular ones that have the market buzzing. It’s pretty obvious that a person with a smartphone will want to incorporate these apps. A spokesperson for AirTight stated that about 99% users won’t have the benefit of being protected by this iOS 8 feature.

Apple (NASDAQ:AAPL) stated that when it’s iOS 8 does not use wifi and when the processor of the device is switched off then the operating system will use a MAC address. Each devices MAC address changes when connected to a wifi network. This way it will not be used to track devices while wifi is turned on and hackers will not be successful in maintaining information from devices by using this hack.

The main point is that the randomization may be helpful if conditions are fulfilled. This way a consumer will not be tracked by any sort of outsider whether retailer or hacker. However, handling system settings may be annoying for consumers thus making protection services difficult to use. This advantage may end up as a headache rather than a system solution for the company’s consumers.

Apple (NASDAQ:AAPL) is trying its best to cater to its consumers needs to fulfill privacy issues but maybe a more easier approach should be used so that consumer hype may actually be created and the efforts of the company will turn into something worth noticing.