'Sign-in with Apple' latest privacy challenge for Google and Facebook

Apple's privacy-focused consumer branding has been bolstered with a new login service which will restrict advertiser's access to consumer data.

Sign in with Apple will let users quickly sign into apps and websites and will be introduced in iOS 13.

The move was announced at this year's Worldwide Developer Conference (WWDC) in California, alongside the end of iTunes and a $999 computer stand.

 Apple is set to challenge Google and Facebook's sign-in alternatives

Apple is set to challenge Google and Facebook's sign-in alternative


The service is a direct challenge to Google and Facebook's advertising model which links users' account sign-ins to an Apple ID instead of a Facebook or Google account.

Google and Facebook's account login systems are used by many online services, from The New York Times to Spotify and Airbnb, as an alternative way to access users' accounts.

The systems have been criticised for allowing tracking between websites and allowing advertisers to build up detailed profiles of users' web habits.

"Apple does not use Sign In with Apple to profile users or their activity in apps," the company stated explicitly.

It said: "Instead of using a social account or filling out forms, verifying email addresses or choosing passwords, customers can simply use their Apple ID to authenticate."

It added: "Apple will protect users' privacy by providing developers with a unique random ID.

Apple's senior vice president of Software Engineering Craig Federighi speaks during Apple's Worldwide Developer Conference (WWDC) in San Jose, California on June 3, 2019. (Photo by Brittany Hosea-Small / AFP) (Photo credit should read BRITTANY HOSEA-SMALL/AFP/Getty Images)

Apple announced new privacy features during WWDC


"Even in cases where developers choose to ask for a name and email address, users have the option to keep their email address private and share a unique random email address instead."

In a bold move, the feature offers users the option to hide their email address and instead be given a unique, random address that forwards messages to you rather than giving up your personal address - preventing companies from engaging in malicious marketing activity.

Also announced at WWDC as part of the new version of iOS, which powers iPhone and iPad, was a dark mode and new features for stock apps like Mail and Maps.