minority Report

Apple moves a step closer to cutting edge technology seen in the movie Minority Report

Amongst all the hype surrounding Apple’s announcement last week of its latest update to the iPhone, one astonishing feature appeared to fall by the wayside.  Using the latest cutting edge technology only seen in the movie Minority Report, the phone giant has moved a step closer to producing personalised adverts for its clients.


The iAd platform will allow the company to find out where users are and supply relevant adverts to their location.

Although the technology sounds like something out of science fiction, the company says it hopes for more than on billion ad impressions by the end of the year.

However, companies knowing where users are at all times does raise privacy issues.

Currently, people can opt in so that an application to use their location, but the new technology which operates multiple applications will be able to constantly keep developers updated.

This means that if a user logs into Facebook on their iPhone and stays signed in, as well as being alerted if a friend comes within half a mile of their location, Facebook will be able to track the users every move.

Information about where users are when they access different applications is invaluable to advertisers and will allow them to develop way to better target their audience.

It won’t be too far in the distant future that mobile phone users will be able to receive adverts and special offers for the very shops and restaurants that they are walking past.

Kim Mai-Cutler, a technology specialist explained the progress on the Mobile Beat website: ‘McDonald’s could theoretically serve 10,000 people mobile ads in a city and receive analytics showing what percentage of them later actually visited a McDonald’s.

‘That’s much more measurable than buying a 30-second [advert] on TV, which can’t return granular data on how it affected purchasing behaviour.’

However, security experts warn users to be careful about letting applications show their location as they could be exposing themselves to potential crimes such as having their homes burgled while they are out. 

Via Daily Mail