Tue, Jun 12, 2018 - Page 14 News List

Apple takes aim at Facebook’s omnipresent advertising machine
蘋果要瓦解臉書鋪天蓋地的廣告機制

接著,蘋果將會藉由更新Safari瀏覽器來對付「數位指紋辨識」這個較不為人熟知的技術。該技術會藉由識別不同的瀏覽裝置和網頁瀏覽器設定來辨識使用者,就算使用者移除cookies,再利用虛擬私人網路服務(VPN)等方式隱藏自己的網際網路協定(IP)位址,也會是徒勞無功。未來,蘋果生產的所有裝置對網站而言都會幾乎一模一樣,遂能夠限制各公司運用數位指紋辨識的能力。

蘋果將自身定位為隱私權的擁護者,似乎是精明的一步商業盤算:利用廣大的用戶群優勢,該公司能夠切斷競爭對手主要的營收流,隨著增強的隱私保護逐漸蔚為主流,微軟等其他公司也可能起而效尤。不過,蘋果這個決策可能也是受到其經營哲學引導。

長久以來,蘋果對消費者隱私一直採取較為堅定的立場,這是因為該公司的商業模式仰賴硬體銷售與服務,而非廣告收入,因此迥異於Google或臉書。蘋果首席執行長提姆‧庫克曾以「全然失控」描述資訊追蹤的濫用。

歐洲或美國的一些政治家現正鼓吹將臉書拆分成數個獨立公司。唯一能確定的是,在臉書能夠重新贏回大眾的信任之前,蘋果會繼續在臉書的苦難之上大快朵頤。

(台北時報章厚明譯)

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Reading Comprehension

A brief history of Apple

The Apple Computer Company — later renamed Apple Inc — was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne in the garage of Job’s family home in Los Altos, California. Apple’s first product was the Apple I computer, which lacked a keyboard, monitor and even a casing. The Apple II was released in 1977 and boasted features such as color graphics, floppy disk drive and a spreadsheet program.

Apple’s big breakthrough came in 1984 with the launch of the Apple Macintosh personal computer. The Macintosh was the first mass-market personal computer to feature a graphical user interface and a mouse.

Jobs was forced out of the company in 1985 but returned to Apple in 1997 to rescue the company which had by then fallen into decline. Jobs restructured the company and, together with Apple’s chief designer Jonathan Ive, developed highly successful products such as the iMac, iPod, iPhone and iPad, bringing the company back to profitability. Today Apple is on track to become the world’s first trillion US dollar company.

Questions…?

1. Do you feel comfortable with companies such as Google and Facebook building a file of your online activity, then selling this information to a third party?

2. Is it ethical for Facebook and others to covertly track you online without asking for your permission first?

3. Do you agree with Apple’s strategy of blocking online trackers — and therefore targeted advertising? Could there be any downsides?

(Edward Jones, Taipei Times)

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