In one of the latest challenges being faced by Apple, the company is facing difficulties while making the services personalized for the users. Unlike Google, Apple has been very conservative while collecting the data of the users. Google collects each and every kind of the data from the users. In fact the company has also started collecting the data for the users who are making hotel reservations or booking hotels for their vacations and travels.

Collecting the data of the users requires a privacy agreement license which can only be attained for a year. It can be later extended on the yearly basis. The attempt of the Apple has been questioned by one of the leading and very well‐known expert of cryptography about their approach towards the safety of the consumer’s data and their methods of privacy of the users. Apple is working upon the launch of the latest version of the iOS that is iOS 10. People working with Apple believe that their latest upgrade is much safer than the earlier version. They have intrigued higher version of the security protocols.

The professor of the Cryptography at John Hopkins University noted that Apple has left the middle step. He says that most of the people in an ideal situation study the theory to practice the deployment however Apple has left the middle step in rush. Professor says that as the privacy goes up the accuracy of the data may go down. An associate professor Aaron Roth fins the concept of the Apple visionary. He is himself quite not sure about the implementation of Apple. Apple is one of the companies known for their user’s privacy protection. While all the companies are busy collecting the data of the consumers. Apple has implemented strong protocols for the users to protect their data from being misused.