…is a prime example of a major tech giant taking steps to improve data transparency for its users.

It recently launched a portal where customers can sift through all the data the company has on them, and CEO Tim Cook has been very vocal about data protection. He recently called it a «fundamental human right» and commended the implementation of GDPR, calling on tech companies to not only embrace the spirit of the EU laws, but to support the introduction of similar legislation across the US.

Apple has dedicated a bunch of pages to educating customers about how it uses their data

Taylor believes that Apple’s new data privacy website has bolstered its position as a pro-privacy technology company, which has done wonders for Apple’s public image, but also suggests that it may not be an option for smaller companies.

«This type of initiative may only be cost-effective for larger organisations such as Apple, for whom the trade-off between self-service and dealing with lots of individual requests for data pays off,» he adds. «For smaller companies and start-ups, on the other hand, this simply may not be an option.»

Taylor suggests other companies follow Apple’s example in making such tools available worldwide, not just to EU nationals, if only to show they are willing to be more open with the data they process.

«Many companies have so far sought to take different approaches in different regions, but Apple has extended its tools for EU residents to the US. This can be sold as a positive, brand-enhancing step, but the tech giant must ensure that it positions its new privacy features correctly so that the reality lives up to the expectations it has created for itself.»