Privacy is what has built Apple. But if they keep tabs on their users, they say they are committed to protecting user data. However, recent findings by developer Jeff Johnson have questioned whether this promise really does hold. Johnson thinks a new feature in iOS 18 and macOS Sequoia could take away some of a user’s privacy in ways many Apple users would not understand.
What is enhanced visual search?
We call this Enhanced Visual Search, a feature that uses machine learning (we are talking about Artificial Intelligence) to scan photos stored in your device and detect Regions of Interest (ROIS), such as landmarks, and then provide contextual details. It’s generally something you can see, such as Apple showing how good it is at artificial intelligence. But on the other hand, the mechanics raise some serious privacy concerns.
How It Works
The process involves two distinct steps:
- On-Device Analysis
- When they’re fist scratching the device they take the picture, a machine learning model scans the photos stored on the device locally to find possible ROIs. Apple’s commitment to privacy first, and no full images aren’t sent to external servers.
2. Data Sharing with Apple
- ROI has been identified, and the device then shares a vector embedding (numerical representation) of the landmark with Apple. While this data is limited and does not include full images, it caused a stir over how much of Apple’s access to a user’s data is granted and how much is assumed to be granted by users.
The Privacy Controversy
Default Activation
Enhanced Visual Search is turned on by default for devices running iOS 18 or macOS Sequoia, which is a key issue. The feature on vector embeddings is opt-in, but Johnson’s investigation found that users might share them with Apple unknowingly since it involves no opt-in process.
Enhanced Visual Search was spotted pre-enabled on the iPhone 16 Pro Max. The feature is useful, but the standard it has set for privacy practices is a high bar, and its default activation raises questions.
Data Privacy Implications
Apple does not access users’ photo libraries fully; scanning every picture to find ROIs closes a space where the feature touches on some unknowingly private data that some users may find rude. This has led to broader concerns about:
- Implicit Consent: Should these sorts of features have to be turned off rather than on users?
- Data Use Transparency: Is Apple doing enough to adequately inform users about how data, such as vector embeddings, are handled?
Disable Enhanced Visual Search
For those concerned about their privacy, turning off Enhanced Visual Search is a simple process:
On iPhone
- Open the Settings app.
- Go to Apps > Photos.
- On scroll, toggle off Enhanced Visual Search.
It prevents the device from sharing its vector embeddings with Apple, wiping your mind in peace if you’re privacy-conscious.
Balancing Innovation Versus Privacy
Apple’s advancements in AI and machine learning are displayed in Enhanced Visual Search, a demonstration of technology improving the user experience. However, its default activation and the fine line that data sharing creates between innovation and user trust have set off a bigger dialog on the balance between innovation and user trust.
Some of its competitors, Apple’s brand, has set high expectations for its privacy-centric branding and features. The feature brings value, but transparency and user control are the most important points for which Apple’s privacy promise matters.
Ethan Cole is a tech aficionado dedicated to exploring the latest innovations and gadgets, providing reviews and insights to keep you updated in the tech world.
