Google Planning to Take 'Baby Step' Approach to New Privacy Features for Users

Google is facing internal concerns that implementing an Android equivalent of Apple's ATT or App Tracking Transparency framework, which offers iOS and iPadOS users the ability to opt-out of tracking across apps and websites, will hurt its more than $130 billion annual spending budget for ads, according to a new report from The Information.

google privacy labels
According to the report that cites sources within Google, the internet giant is "accelerating work to limit how app developers can track the 2.5 billion people who use phones powered by its Android software." Apple previewed ATT at its Worldwide Developers Conference last year, but it only recently shipped to iOS and iPadOS users.

At every WWDC, the company unveils new versions of its operating systems, including new privacy features and protection for users. Tomorrow, Google will be holding Google I/O, where similarly, it will preview a new version of Android and reveal other new technologies. However, according to the report, Google plans to take a "baby step" approach to new privacy features during its conference, only previewing minor new changes.

Google will take a baby step regarding phone privacy this week during its annual developer conference. There it plans to preview coming privacy controls that will make it easier for smartphone users to reach a settings screen where they can restrict apps’ abilities to access the phone’s camera, location and other permissions, according to a person who has seen the planned presentation.

Google's resistance to implementing an Android version of ATT could be fueled by backlash Apple faced in the run-up and even after the new framework was enacted. Major companies such as Facebook voiced concerns that the new framework presented a threat to its ad business, given that most users are likely to opt out of tracking. Apple continuously responded to concerns by echoing its firm belief that giving users a choice on whether they wish to be tracked or not is the right thing to do.

Top Rated Comments

macsplusmacs Avatar
13 months ago
And I bet the step will stop just short of the spot where it infringes on the ability to milk the user's privacy for their advertising department.
Score: 11 Votes (Like | Disagree)
icanhazmac Avatar
13 months ago
Baby steps for Google:

1) Collect user data
2) ?
3) PROFIT!

Shout out to the #underpantsgnomes



Attachment Image
Score: 6 Votes (Like | Disagree)
ImperialForces Avatar
13 months ago
This crap is why I get so upset at Apple when they don’t live up to my expectations. The only alternative is a predatory company that wants to build a 1984 style profile on me.
Score: 6 Votes (Like | Disagree)
brijazz Avatar
13 months ago
Ah, baby steps: a teeny step forward, and then fall face-first onto the ground :P
Score: 5 Votes (Like | Disagree)
DipDog3 Avatar
13 months ago
This is what happens when you are not the customer.

You and everything about you are the product that Google/Facebook sells to advertisers.
Score: 4 Votes (Like | Disagree)
LeadingHeat Avatar
13 months ago
I can’t see them actually implementing this, ads makes up WAY too much of their income to cut off its legs like that.
Score: 2 Votes (Like | Disagree)

Related Stories

Android 12 vs iOS 14 Feature

Google Previews Android 12 With Deeper Customization and iOS 14-Inspired Privacy Protections

Tuesday May 18, 2021 1:15 pm PDT by
During its Google I/O developers conference today, Google previewed Android 12, the next version of Android that will ship to millions of Android devices around the world later this year. Google is mainly targeting customization as the theme for this year's new release and a new design language that it's calling "Material You." Google says this new design language brings a "humanistic...
santa tracker 1

Track Santa's Journey From the North Pole Using Google's Santa Tracker

Friday December 24, 2021 2:01 am PST by
If you have been good this year, you may be interested to know that Google today launched its annual Santa tracking feature, allowing Santa to be tracked in real time on his mythical journey to the North Pole as he prepares to deliver presents to kids around the world. Google's Santa Tracker continues an 18-year tradition for the company, allowing excited children (and parents!) to keep up...
Google maps feaure purple

Google Maps Warns You About Crowded Areas With Updated 'Busyness' Feature

Tuesday November 16, 2021 4:40 pm PST by
Google today announced the launch of new iOS Google Maps features aimed at helping holiday shoppers, including Area Busyness and Directories. With Area Busyness, Google combines the busyness trends of businesses and locations that are near each other to let you know when a neighborhood or a part of town is at its busiest. Google says that this feature can help you identify busy areas to...
tim cook mark zuckerberg

Apple's Privacy Measures to Cost Facebook $10 Billion in 2022

Thursday February 3, 2022 12:30 am PST by
Facebook has said measures being taken by Apple on iOS that make it harder for platforms and apps to track users across other apps and websites will cost its business $10 billion in 2022. Facebook yesterday reported $33.67 billion in revenue, and while higher than expected, earnings per share were shy of analyst expectations. Facebook, renamed to Meta, also offered lower guidance for the...
play store google

Google Criticizes EU Regulators for Ignoring Apple in Bid to Get $5.1 Billion Antitrust Fine Annulled

Monday September 27, 2021 1:32 pm PDT by
Google today lambasted European Union regulators for ignoring Apple and the rivalry between Apple and Android in the antitrust accusations that have been levied against Google, reports Reuters. Apple was brought up as part of Google's attempt to get a massive 4.34 billion euro ($5.1 billion) fine annulled. The European Commission first levied the fine against Google in 2018 because Google...
Google Logo Feature Slack

Google Launching Privacy Sandbox to Limit Ad Tracking on Android, Calls 'Blunt Approaches' Like Apple's 'Ineffective'

Wednesday February 16, 2022 7:50 am PST by
Google has announced plans to strengthen user privacy on Android with a new initiative that will put an end to cross-app tracking on Android over the next two years, making it more difficult for advertisers to track users across other apps. In a blog post, Google announced a multi-year project named "Privacy Sandbox" that introduces "more private advertising solutions" for mobile apps. The...
Google apps isolated

Google Apps for iOS to Switch to UIKit After Decade of Material Design

Monday October 11, 2021 7:20 am PDT by
Google is winding down its Material Design custom UI for iOS apps to switch to pure UIKit, according to Google's design chief for Apple platforms Jeff Verkoeyen. Google's suite of apps for iOS and iPadOS, including Gmail, Google Maps, Google Photos, Google Drive, and YouTube, have used custom user interfaces that mirror the experience on Android for almost a decade. The purpose of these...
us subscription revenue 2021

Sensor Tower: iOS Users Spent $13.5 Billion on Top 100 Subscription Apps in 2021, Up 31% Year-on-Year

Friday February 25, 2022 3:21 am PST by
Consumer spending on the top 100 non-game subscription-based apps across mobile platforms grew 41% year-on-year to $18.3 billion in 2021, up from 13 billion in 2020, according to a new report from analytics firm Sensor Tower. According to the data, revenue from subscription apps purchased on the App Store and the Google Play Store represented around 14% of the $131.6 billion that consumers...

Popular Stories

maxresdefault

Unbox Therapy Shares Hands-On Look at iPhone 14 Pro Max Replica

Monday May 16, 2022 4:40 am PDT by
YouTuber Unbox Therapy has shared a hands-on look at the iPhone 14 Pro Max using what he claims is a one-to-one replica created by third-party case makers with access to detailed schematics and dimensions for Apple's new upcoming flagship smartphone. As with the iPhone 13 Pro lineup, in 2022, we are expecting a 6.1-inch iPhone 14 Pro and a 6.7-inch iPhone 14 Pro Max, but this time the Pro...
macOS Monterey 2

Apple Releases macOS Monterey 12.4 With Support for Studio Display Webcam Update

Monday May 16, 2022 10:10 am PDT by
Apple today released macOS Monterey 12.4, the fourth major update to the macOS Monterey operating system that launched in October 2021. macOS Monterey 12.4 comes over two months after the launch of macOS Monterey 12.3, an update that added Universal Control. The ‌‌‌‌‌macOS Monterey‌‌ 12.4 update can be downloaded on all eligible Macs using the Software Update section of System...
iOS 15

Apple Releases iOS 15.5 and iPadOS 15.5 With Wallet and Podcast Updates

Monday May 16, 2022 10:00 am PDT by
Apple today released iOS 15.5 and iPadOS 15.5, the fifth major updates to the iOS and iPadOS 15 operating systems that were initially released in September 2021. iOS and iPadOS 15.5 come a little over two months after the launch of iOS 15.4 and iPadOS 15.4. The iOS 15.5 and iPadOS 15.5 updates can be downloaded for free and the software is available on all eligible devices over-the-air in...
iOS 16 mock for article

Gurman: iOS 16 to Include New Ways of System Interaction and 'Fresh Apple Apps'

Sunday May 15, 2022 6:14 am PDT by
iOS 16 will include new ways of interacting with the system and some "fresh Apple apps," Bloomberg's Mark Gurman has said, offering some more detail on what Apple has in store for the upcoming release of iOS and iPadOS set to be announced in a few weeks at WWDC. In the latest edition of his Power On newsletter, Gurman wrote that while iOS 16 is not likely to introduce a major face-lift to...
Prosser Series 8 3

Apple Watch Series 8 Rumored to Feature New Design With Flat Display

Wednesday May 18, 2022 6:21 am PDT by
The Apple Watch Series 8 could feature an all-new design with a flat display, according to the leaker known as "ShrimpApplePro." In his latest video on the YouTube channel Front Page Tech, Jon Prosser highlighted information from ShrimpApplePro that suggests the Apple Watch Series 8 could feature a flat display in what seems to be a design originally rumored for the Apple Watch Series 7. ...
Whatsapp Feature

WhatsApp to Let Users Leave Group Chats 'Silently' and View Rich Link Previews in Status Updates

Tuesday May 17, 2022 3:07 am PDT by
WhatsApp is working on a new feature that will allow users to "silently" leave group chats hosted by the messaging platform instead of all members of the group being notified when they do. As it stands, when someone leaves a group chat, WhatsApp announces their exit to the entire group, making the act of leaving very public. It's not possible right now to leave a group quietly, but WhatsApp...
apple tv 4k design green

Apple Releases tvOS 15.5 for Apple TV HD and Apple TV 4K

Monday May 16, 2022 9:57 am PDT by
Apple today released tvOS 15.5, the fifth major update to the tvOS operating system that first launched in September 2021. tvOS 15.5 comes more than two months after the release of tvOS 15.4, an update that brought support for captive WiFi networks. tvOS 15.5 can be downloaded over the air on the Apple TV through the Settings app by going to System > Software Update. ‌‌‌‌‌‌Apple...