Can Apple's iOS 8 Protect Your Privacy?

Free Wi-Fi isn't exactly free. Sure, you're not paying anyone money, but what you're giving up may be more valuable. A recent article in Quartz noted that if your phone's Wi-Fi is turned on, you're broadcasting your location to government agencies, marketing companies, and location analytics firms. So what does this mean for users?

Tracking Your Every Step
Location analytics firms like Euclid Analytics collects data on smartphone users in shopping malls. This information includes the signal strength and manufacturer of the device, as well as a unique identifier called a Media Access Control (MAC) address. This type of tracking isn't just in shopping malls; in London last year a start-up company placed this tracking software in recycling bins, tracking passer-byers in the area.

Some argue that all this tracking information isn't really personally identifiable. On the contrary, it's actually a pretty useful tool to get a lot of dirt on someone. The MAC address is the key component of this tracking. Devices that are looking for a Wi-Fi network send out their MAC addresses to identify themselves, and wireless routers receive the signals and addresses even if a connection isn't made. 

Companies can use this treasure trove of data to track things such as footfall in stores, how people move about in shops, how long they stay in certain sections, and how often they return. Storeowners then also use all this information to target shoppers with offers. While obviously not all stores mine all this data on their customers to identify individuals, privacy concerns still exist.

iOS 8 To The Rescue?
Apple aficionados will be relieved to hear that the company discovered a solution to provide some privacy to their users. The new operating system for iPhones that will be released later this year, iOS 8, will be able to generate random MAC addresses while it scans for available networks. This means that companies that collect this information will not necessarily know when a device visits a store. The current operating system, iOS 7, already has some security features in place. It prevents app developers from using MAC addresses to track how many people have installed their apps or to target ads.  

Don't assume that this enhanced feature on the iOS 8 will protect users in all cases. Apple can't prevent customers from willingly sharing information. Many people are easily persuaded into giving up their online privacy, personal information, and browsing patterns in exchange for free Wi-Fi. It's up to the users to make smart decisions to protect information they deem important. 

If you choose to connect in public Wi-Fi hotspots, there are a number of things to keep in mind. Try to select the most secure network, and avoid taking care of personal business, like accessing your bank account, on a public Wi-Fi network. Don't store your username and password on websites or browsers that give you the option. If you need help remembering passwords, it's a good idea to use a password manager like our Editors' Choice LastPass 3.0 to generate and store difficult passwords. It might be impossible to keep all of your information private, but you can be smart about controlling what personal data can be accessed.