MAM
Samsung TV’s voice function threatens to intrude customers’ privacy
MUMBAI: SmartTV, Samsung’s recent innovation has a new voice-command feature, through which the internet-connected device can record everything one speaks and transmit it to a third party.
The company’s voice recognition software allows viewers to communicate with their television by talking to it. It is enabled when a microphone symbol appears. Instead of using a traditional remote control to change the channel, people can simply ask their Samsung TV to change it for them by uttering a few words.
This feature is worrying people, because of guidelines in their privacy policy. The Daily Beast first spotted this sentence, which reads, “If spoken words include personal or other sensitive information, that information will be among the data captured and transmitted to a third party.”
The Daily Beast makes the point that if peoples’ living room conversations are being recorded and passed on, privacy is being undermined. Homes are supposed to be places in which families and friends can talk about anything and everything.
“Don’t talk about tax evasion, drug use,” Beast warned.
Sensitive information, such as ‘device identifiers’ could potentially be passed to law enforcement, advertisers and other groups, according to Samsung. “If the transmission is not encrypted, a SmartHacker could conceivably turn your TV into an eavesdropping device,” the website adds.
It is important to note that the function operates in this way only when the voice recognition is turned on. But that feature is probably one of the main draws to the new technology.
Responding to the criticism, the company said, “Samsung takes consumer privacy very seriously. In all of our Smart TVs we employ industry-standard security safeguards and practices, including data encryption, to secure consumers’ personal information and prevent unauthorised collection or use. Voice recognition, which allows the user to control the TV using voice commands, is a Samsung Smart TV feature, which can be activated or deactivated by the user. The TV owner can also disconnect the TV from the Wi-Fi network.”
Similar concerns were also raised about Siri in the US. The service also transmits information to a third party.
The privacy policy for the company’s Smart TV sets – which are on sale – advises users of the voice recognition feature that their spoken words will be “among the data captured and transmitted.”
Privacy campaigners have branded the policy “outrageous” and made comparisons to George Orwell’s description of telescreens, which spied on citizens in his novel, 1984.
Privacy campaign group Big Brother Watch director Emma Car said, “Samsung needs to understand that not everyone wants to be spied on by their TV. Few people would expect a TV to intrude on our privacy, yet this is increasingly becoming the case.”
Samsung has insisted it takes customer privacy “very seriously” and any gathering of users’ information is carried out with the “utmost transparency.”
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
