Apple has just released the new version of iTunes, iTunes 8.0. This program features all the usual upgrades, but there is one in particular that caught my attention. Apple released a new upgrade to iTunes entitled, “Genius.�
“Genius,� has the ability to access the music files that are currently in anyone’s iTunes folder and recommend music for the particular person. It makes these recommendations by comparing artists, song titles, and genres. But the question becomes, is it right for Apple to access our music files on our computer and recommend new songs? By Apple accessing our computer files and folders, do they gain a marketing advantage that violates our privacy?
Before I explain my stand on the issue, there are many other websites that use this same method. Here are a few of them: Facebook, Myspace, and Wal-Mart.com. They use a tracking method that allows them to post advertisements on your page that appeal to you. Wal-Mart online tracks every product you look at in a particular day. The company uses this information to post similar products that may interest you. Facebook and Myspace use this technique as well. These particular sites track the other websites that a person’s computer visits and from that information posts the advertisements that are most like the sites visited.
ITunes “Genius,� sets up a side panel in your iTunes and every time that a user clicks onto a song the “Genius Bar� recommends popular songs by the artist and popular artists. When you first install the program, iTunes uploads all of the information within your iTunes and uses that information to make new suggestions.
One argument on this topic would say that what iTunes and companies like it are doing is wrong. These companies should not be able to view files on a person’s computer. Information on a personal computer should be confidential and protected.
In the example of iTunes, “Genius,� uses an unfair means of marketing. With this new software, it is as if iTunes has a sales representative luring you into make purchases for every second you’re using iTunes. With the new software their advertising schemes have been brought to a new level. Because of this, their profits will most likely increase.
The other side of the argument is that by having a computer select songs for a particular person, the user can save time and effort in finding enjoyable music. By giving iTunes access to your music library, it’s not handing out any personal information that’s crucial to your life. It is necessary for iTunes to have this access to help you find music.
“Genius,� is not a mandatory program. After installing the new iTunes software on my computer, I realized that this was something that had to be signed up for. Therefore, iTunes needs user discretion before it can upload your library.
Facebook and Myspace are awesome networking programs, they give us the ability to keep in touch with so many other people that we might not otherwise talk to. Facebook and Myspace do not charge users anything. They cover costs by advertising for companies. Facebook advertises for companies on every page within the site. This is what pays for the site to be up and running.
My opinion on this topic is allowing these companies to access a minimal amount of the information on our computer is good. These sites all contain disclaimers that explain what each company has access to. When we rush and click through the license agreement statement, “I agree.� We agree to everything these sites can do. Within in those statements it explains the actions that the website can take.
Facebook tells its users that whatever material is posted, (wall posts, photos, videos, etc.) Facebook owns. As a user it’s his or her responsibility to make sure that he or she understands all that website can do. That’s the reason it is not recommended to fly through licensing agreement pages. One should carefully read each statement as best, but at least make sure to skim the main points.
Apple is not looking to rip valuable information out of everybody’s computer, but rather to help their users be satisfied with their products. By suggesting music that may appeal to a customer helps them to gain a better image of customer service. Apple wants people to use their products so that they have a profit increase. By inventing new applications and updating their software, it helps to for this image.
By coming up with this new style of software, Apple may create a trend. Companies accessing our information and buying trends may be something that we, as consumers, may have to view as normal. As the world becomes more reliant on computers these types of programs will start to grow. It’s because of this that programs like Apple’s “Genius,� are justified in what they can do.
Works Cited:
http://www.apple.com/itunes/whatsnew/
http://gadgets.boingboing.net/2008/09/09/a-look-at-itunes-gen.html
http://blogs.computerworld.com/review_itunes