Apple is introducing new functions while improving the technologies in its products. But this time, the company has caused controversy over privacy issues due to its move without warning its users. Enhanced Visual Search is reportedly rolling out to iPhone and Mac devices. This technology analyzes photos with the help of artificial intelligence and transmits encrypted data to Apple’s servers.
How does the technology work?
With the iOS 18.1 and macOS 15.1 operating system updates, the Enhanced Visual Search feature has been enabled by default on all user devices since October 28, 2024. The function identifies interesting places in photos, analyzes them and performs a search based on encrypted data. The results are sent back to the user’s device and encrypted. Apple claims that it uses homomorphic encryption and differential privacy technologies for data security. This ensures data protection, the company assures.
Privacy issues
The introduction of the technology, done without warning users, has raised questions about privacy. Some critics argue that Apple is infringing on users’ privacy by scanning photos without their permission and failing to notify them in the process. The company said it is giving users the option to disable the feature, but did not elaborate on why the feature comes enabled by default.
A new controversy for Apple
Apple has faced privacy-related lawsuits before. In particular, the company was found to have violated the privacy of users through the voice assistant “Siri” and paid $95 million for this. The “Improved visual search” function seems to have taken a new step in this regard. As technology evolves, so do privacy protection requirements. Companies like Apple should be more responsible not only for innovation, but also for ensuring the rights of users.
