The discussion about the internet and privacy has been simmering for more than 20 years. In the 90s, when the web was still a frontier domain inhabited by a few million people and a few thousand websites, the debate was esoteric and theoretical. Leading technology companies recognised the issues around protecting individuals' privacy, but for at least a decade afterwards were more prone to say, "Get over it," or "Don't worry, we're not evil," or have debates with government agencies and charities in quiet meeting rooms outside of the public arena.
In the past ten years, however, billions of new people, websites, apps and devices have been connected to the internet. This number is expected to be around 50 times bigger by 2028. It's not hard to foresee that, within our lifetime, nearly every one of us will be connected to the internet – all day, every day.
This has given enormous presence in our lives to companies such as Google, Facebook, Amazon and Apple. All four subscribe to what Google calls a "toothbrush test" for its products: something you do at least once or twice a day, and which improves your life. This strategy has been incredibly successful. These four companies account for nearly $2 trillion (£1.5tn) of value between them and hold well over $500 billion in cash on their balance sheets. This gives them a collective GDP around the level of Sweden and $100 billion more than Nigeria.
Read more: How to delete your Google search history and stop tracking
In 2018, we will start getting to grips with this power and see much clearer lines being drawn in the discussions between citizens, governments and businesses over personal data, privacy and security. There is a lot at stake and, given the potential application of big data and machine learning in preventing cyberattacks and cyberterrorism, we will see the stakes increase in the discussion between who owns the data and when it's OK to share it.
Apple's run-in with the FBI in 2016 was a warm-up for this. Exactly where the four online giants decide to draw the line may ultimately depend on how much they rely on access to data to fund their businesses. All four have developed profound expertise in networks, software, security and AI that both serve and surveil individuals. In the arguments about how much companies should retain control and full access to their customers' data, we will start to see more of a split between Google and Facebook on one side and Amazon and Apple on the other.
Apple and Amazon – as well as governments – have little economic reliance on our personal information compared to Google and Facebook. Not even one per cent of Apple's income comes from advertising. For Google and Facebook, however, gathering as much data as possible is core to their business model.
In 2018, we will see new pressures for companies to change the way they collect and use their customers' data – and that pressure will come from governments. Companies such as Google and Facebook may have to agree to regulation that could hurt their business models. Apple and Amazon will be in a stronger position to resist.
This article was originally published by WIRED UK
