As it releases a series of updates for its iOS, Apple is addressing the growing consumer demand for increased user privacy and control over their data. By giving people more control over their personal information, Apple is winning fans and differentiating itself from other Big Tech companies.

In the age of contact-tracing apps and high-profile data breaches, most people say they’re concerned about data privacy – but their actions don’t always align with their beliefs. Canvas8 spoke to Dr. Kirk Plangger to find out why people have such divergent attitudes to data privacy.

As people seek tools that demystify data, Big Tech is responding with transparency, with Google being the latest to join the fold. From quick settings to nuanced and detailed controls, the Android 12 update is aiding people’s fight for privacy through deep insights and consumer control.

A survey has found that people are becoming more willing to share their personal information with insurers for a lower price. At the same time, though, their confidence that insurers will use this data responsibly has dropped, highlighting how transparency is key for earning back trust.