Once an app to help people find their lost iPhone, Apple’s Find My has developed into a way for people to communicate by sharing their geo-locations with friends and family. To be convinced to give up their privacy, people are expecting brands to offer a greater sense of connectivity and safety.

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.

The arrival of GDPR in 2018 should have helped Britons feel more sure of their digital privacy, but the complexity of the law, coupled with the shocks of Brexit and COVID-19, means that many remain confused about how their online info is managed. How can brands help put people’s minds at ease?

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.