Laudatores: Frank Rosengart & Andreas Bogk
The BigBrotherAward 2011 in the “Communication” category goes to
Apple GmbH in Munich
More generally, you might wonder what you actually bought into when you acqured such a gadget. Which customer rights apply? Could you claim for a “defect” when the terms and conditions are modified, possibly even at a later date, to the customer's disadvantage? Apple seems to be very confident – and most customers will reluctantly bite the bullet.
Other manufacturers prove that it is possible to offer such a product without compulsory assimilation of customer data. With Apple, though, the customer has no choice. To add software, he is forced to use iTunes or the AppStore, and therefore consent to Apple's conditions. It's a matter of sink or swim.
Apple's corporate strategy seems to be focused on gathering as much user data as possible, similar to social networks. In particular, users’ localisation or positioning data is highly coveted by Apple's advertising partners for the purpose of personalised, location-based advertising.
Since evidently not enough customers are complaining against Apple's use of customer data, we hereby raise this complaint by presenting a BigBrotherAward in the category “Communication” to Apple GmbH in Munich.