Buried among dozens of announcements at Apple Inc.’s annual Worldwide Developers Conference today was a new sign-in service that will pit the company directly against Twitter Inc., Facebook Inc. and Google LLC for the first time.

Called “Sign in with Apple,” the new service, created with security in mind, has been designed to allow Apple users to sign into third-party apps and services using their Apple ID.

The service authenticates users with Face ID or Touch ID adding an additional layer of security to sign-ins. Privacy is also a key selling point, with the new service being pitched as a way for users to log into services without being tracked.

Speaking to CBS News, Apple Chief Executive Officer Tim Cook said the new service wasn’t a “shot at anybody” but a part of the company’s focus on the user. “The user wants the ability to go across numerous properties on the web without being under surveillance,” Cook said. “We’re moving privacy protections forward. And I actually think it’s a very reasonable request for people to make.”

A sign-in application is only as good as the apps and services that support it. Apple is making support for the service mandatory for all iOS app makers that offer third-party login support options.

Shlomi Gian, CEO at the security firm CybeReady, told SiliconANGLE that after Netflix customers and Amazon partners had their accounts hacked, this new feature from Apple is a much-needed step in the right direction toward safer web commerce.

“One area that would still remain vulnerable has to do with consumer behavior toward phishing as there are still too many instances where consumers literally give away their credentials to hackers unintentionally,” Gian said. “Increased awareness might be the only way to reduce risk in the foreseeable future.”

Chris Morales, head of security analytics at Vectra AI Inc., was somewhat skeptical, noting that the new service “feels like the exact same thing we already have, but with a promise from Apple that they will be nice.”

“Google once had the slogan ‘Don’t be evil.’ It is all big companies trying to be the central point of authentication,” Morales added. “I’m sure it works great, but I think the privacy angle is more geared towards marketing than anything else.”

The service will be available for iOS, iPadOS and macOS in fall, built-in to the official releases of latest versions of the respective apps.

Image: Apple