25Prism - The Autumn Of Our Lives Mac OS

At its annual conference for developers, Apple has revealed several ad-restriction related upcoming updates for Safari desktop browser.

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The most interesting one is the Intelligent Tracking Prevention. The purpose of this technology is to protect users from 'third party' data collection. There often are elements on websites, integrated from other websites (images, videos, scripts, analytic services). If site B has elements from site A, the owners of the latter receive information about visitors of site B, even if they never visit site A. This is called cross-site tracking. As a result, a user does not know who has their data and cannot control it. In addition, aggregating and analyzing information from different websites gives vast opportunities of behaviour prediction and control.

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Apple's approach is based on giving information about users only to the sites they interact with and are interested in. So, if site A receives information about a user only as a 'third party', through other sites, and the user hasn’t visited site A itself within 30 days, then the cookie files from site A get erased from user’s device and prevented from uploading again.

If the user visited site A itself, then in the eyes of the algorithm he has more 'rights' for tracking. But these rights are also limited: as a third party, a site can monitor the user only if the user visits it directly within the last 24 hours. It’s necessary in order to let people sign in to a website through an account from another site (for example, many sites can be logged in via a Facebook account).

After 24 hours and until the end of 30 days, the site can only use cookies on the visitor's device that do not perform the functions of data collection by a third party. This helps ensure that a user isn’t logged out from the site.

Apple is going to use machine learning to analyze the statistics about popular sites to determine which of them practice cross-site tracking of users and prevent them from storing cookies on user devices until it becomes known whether the owner of the device wants to interact with a site.

Also, in the next version of the Safari browser, the autoplay of videos and audio recordings will be disabled by default. This will reduce the intrusiveness of promotional videos, but there is a less obvious effect on the advertising market. Autoplay is used not only for commercials but also for news, entertainment and other types of content. If a video starts automatically when the page loads, the analytics system often counts this for a view. High video views statistics on a site help the publisher raise advertising prices and attract more advertisers. However, it is still unclear exactly what changes in the market will the new function cause.

Finally, the smallest update concerns the Reader mode in Safari. Articles will be opened in the Reader mode automatically by default. In this mode, the browser cuts everything that distracts from reading a text, — including ads and navigation elements, — allows choosing a font, its size, and a background color. The browser determines whether there are any articles on the page that can be displayed in this mode.

Unfortunately, all these innovations relate to the new version of Safari for the desktop. Mac users will receive the update this autumn along with the new version of Mac OS called High Sierra. Desktop Safari now occupies 3.6% of the browser market. Google Chrome has almost 60% of the desktop market and 55% of the mobile market.

But still, it's interesting to compare Apple’s and Google’s approach to advertising. Apple's business does not depend on ads, and Google's business depends entirely on them. In addition, Apple has always sought to fully control the user experience with its devices. It’s at the core of Apple’s DNA — not to encourage anyone to interfere with its products, change them and customize somewhat significantly. So advertising should seem to the company a rather rude interference in its aesthetics and the integrity of the user experience. For the same reasons, companies collecting and analyzing data are, first and foremost, competitors for Apple, because nowadays the more successful is the one with the most data.

Apple’s participation in the advertising market is limited to the Search Ads program, through which developers promote their applications in the App Store — actually, it is one of the self-organization tools within its ecosystem. In 2010, the iAds platform and mobile ad network were launched for selling ads in apps, in 2014 Tim Cook called it 'a very small part of the business', in 2016 it was officially closed.

Google lives in a completely different world, heavily influenced by the 'Unix DNA'. For Google, attempts at customization and interference by strangers in their style and aesthetics are not critical. But the ability to serve advertisers is.

The difference of essences generates a difference of strategies: Google seeks to become an 'advertising police', prevent advertisers from getting too aggressive on users, and preventing users from completely shutting down advertising. And Apple is just interested in ensuring that advertising does not get in the way of users’ addiction to its devices.

However, none of these strategies imply an opportunity to totally get rid of advertising. This can be achieved only by using a product specifically designed for the purpose.

Autumn 2017 has seen a significant shift in the direction of our lives and of this blog too. Despite The Old Man’s typically downbeat assessment of his health last year that he would not be around to celebrate Christmas 2017, he is steadfastly remaining alive and coughing, with the support of his oxygen machines and some visiting care workers.

But the imminence of his demise is still something that remains on everyone’s radar, as even the slightest infection sends his system into a tailspin which is only relieved by the rapid deployment of antibiotics. So we have always known that we would need to get our own place at some point, and we actually managed to do that this summer, finally moving in October.

25 Prism - The Autumn Of Our Lives Mac Os Catalina

With change very much in the air, a week before the big move I left my job at the school that had once educated my mother and took up a position at my old school instead: from mother’s sch00l to “Alma Mater”. The change was a leap (or perhaps a push) in the dark, but less travelling and a shorter working day will mean more time at home and especially in the garden which holds great promise.

What the future holds is not entirely certain, but planning and planting new beds abd veg will be a fresh opportunity for me. So it will no longer be a matter of “Taking on the Old Man’s Garden” but taking on my own midlife gardening project.

As I plan the new patch, I will gradually put the Old Man’s Garden to bed for the last time. I have cleared the greenhouses and have turned a large number of chillis into a red hot jam. And we will continue to harvest the winter veg, as long as older siblings do not help themselves to too many.

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TOM has new tenants in our old place and seems happy with the income to pay for more care visits. And we are happy to be property owners for the first time in ages. The change of residence and occupation has given us the chance to clear a lot of rubbish out of our lives – much of it Australian in origin, although one item still cropped up the other Saturday, but I don’t expect to see that again with any luck.

25 Prism - The Autumn Of Our Lives Mac Os 7

But we will try not dwell on the past but must take care of the present while looking to the future with friends and family gearing up for a great Christmas.

25Prism - The Autumn Of Our Lives Mac OS