It is reported that Apple plans to acquire BrighterAI, a German artificial intelligence startup that specializes in anonymizing face and license plate data. Apple's goal is to use this acquisition to enhance Apple Vision Pro's privacy protection capabilities. Apple may be considering leveraging BrighterAI’s technology to minimize the risk of Apple Vision Pro capturing identifiable information in videos or photos taken in public places.
Shooting video with an iPhone usually doesn't have these problems. Apple Vision Pro may cause some problems, though, because it's more discreet than smartphone video capture.
The technology could also benefit future devices by making photo and video capture less noticeable. VisionPro does display a subtle visual cue on the front panel when capturing media.
Apple already uses technology that blurs faces and license plates in Apple Maps images. In accordance with Apple's map image collection policy, the company applies image blurring technology before publishing any image to protect the privacy of individuals captured during the mapping process.
In 2015, Apple conducted a year-long series of tests in the United States and Europe to perfect its image blur technology. The company did not release the images it collected, but used them to enhance its technology for blurring faces and license plates.
The acquisition of BrighterAI is particularly interesting because the company provides advanced artificial intelligence technology that can anonymize data without obscuring it. BrighterAI's method alters images so that the subject is unrecognizable but maintains a natural appearance.
Instead, BrighterAI is able to alter the image so that the subject is no longer identifiable. It does this to maintain a natural look.
BrighterAI’s Deep Natural Anonymity 2.0 technology is expected to be widely used in various products. Apple could expand its apps beyond Apple Vision Pro and Apple Maps. BrighterAI was founded in 2017 and most recently received funding from investors in February 2023. Apple's pursuit of more effective personal data protection while maintaining image quality reflects its core values.