Data leaks are a frequent occurrence—on average, one happens every 39 seconds.

You often hear about major incidents: a recent breach at a background check service exposed approximately 2.9 billion records, which include Social Security numbers and other sensitive details of countless Americans; there was also a leak from the Supreme Court about its plans to overturn a critical ruling on abortion rights; and, not surprisingly, the latest specifications about Apple’s new iPhone were leaked too.

This particular leak occurred just ahead of Apple’s launch event for the new iPhone 16 series in California, where many key announcements were already well known to the public.

This is noteworthy because Apple is typically known for its strict confidentiality. The company has previously invested significant resources in identifying and penalizing individuals responsible for leaking information about everything from internal communications to product updates.

Nevertheless, a steady stream of leaks provided a sneak peek into major developments in the few weeks leading up to the event, including images of the new iPhone 16, 16 Pro, and 16 Pro Max. There were also details released about upgrades to AirPods and Apple Watches.

While these insights remained speculative until Tim Cook officially unveiled them during the Apple event, their accuracy raises questions: Were these really leaks or simply the latest instances of corporate information escaping into the wild?

“For a company like Apple that excels in managing its brand messaging, uncontrolled leaks can be detrimental. It undermines their carefully crafted moments when they want to captivate the audience; it can be quite disheartening for those involved,” said Troy Batterberry, CEO of EchoMark, during a phone interview. “It really diminishes the excitement.”

What’s interesting is that Batterberry believes these leaks have become easier to prevent than ever, and he claims to have the technology to back this up. We’ll explore this further soon, but first, let’s discuss why insider leaks should matter to us.

The Dangers of Insider Leaks Like Apple’s

Some individuals leak information just to gain attention or to feel important by sharing knowledge others might not have. This can increase their social media influence or even win them allies. Sometimes, they believe that revealing such secrets serves the public’s interest.

Others, however, may have more harmful motivations. They might wish to settle scores with their employer, try to find a position with a competitor, or even aim to profit by selling information.

“There are those who want to assert themselves or derail the organization’s stability to advance their own position,” explains Dr. Deanna D. Caputo, chief scientist at MITRE, a nonprofit that investigates insider leaks from various perspectives. “The problem is extensive, costing millions annually as we work to protect our economy and personal information.”

What This Means for Apple and Us

As the world’s largest company with a market valuation of $3.48 trillion, if Apple struggles to keep crucial information secure, it raises concerns about the safety of our personal data held by various companies. This includes sensitive information such as Social Security numbers, healthcare records, and financial details—many of which are vulnerable to leaks.

“Leaks, particularly from a company as influential as Apple, represent a serious concern,” states Kyle Schlosser, a specialist in cybersecurity and insider threats. “If information can be extracted from their systems without legitimate reasons, we’re facing a serious insider threat.”

According to a recent report published by Code42, a software security company, the unauthorized theft of insider information ranks as one of the most significant challenges confronting contemporary enterprises.

In a moment of poor judgment, an employee can compromise years of work, jeopardizing intellectual property and sensitive customer data, and tarnishing the company’s reputation.

“Though the repercussions of insider leaks aren’t always immediately visible—unlike an active shooter situation where the threat is clear—this can be equally damaging,” posits Dr. Caputo. “The consequences may be less visible, but they affect us all through loss of profits, employment, and even lives.”

Let’s be candid; while no catastrophic losses occurred due to leaks before Apple’s latest press conference, the implications of insider leaks can be severe, as emphasized by experts working to combat this growing threat.

Can new technology effectively eliminate insider leaks forever?

My curiosity about this topic was sparked during a discussion with Troy Batterberry from EchoMark regarding their recently launched service, SecureView. Our almost two-hour conversation felt reminiscent of the TV series ‘The Americans’, a Cold War-era spy drama featuring two KGB agents posing as a married couple in Virginia.

The situation surrounding insider leaks has an intriguing “cloak and dagger” quality, and Batterberry’s proposed solution is truly mind-blowing.

Essentially, the new software combines cutting-edge AI and machine vision with techniques like forensic watermarking and steganography (the practice of concealing messages within other messages), creating written content—emails, PDFs, downloads, and more—that is as distinctive as a fingerprint.

This innovation means that if any sensitive or proprietary information is leaked, the company can trace it back to the original source quickly and accurately.

Batterberry demonstrated the technology by using a leaked email from Tim Cook to staff in 2021. Without altering the original message’s meaning, EchoMark’s AI suggests minor adjustments that produce an astonishing number of variations—15 simple edits can generate about 435 octillion unique messages.

That’s a figure that includes 27 zeros.

“Nobody on Earth has accomplished what we’ve achieved,” Batterberry asserts. “If recipients realize they have a personalized copy, they are less inclined to leak it because they know they might get caught. We inform them, ‘Hey, your version of the information is now distinctive. You can’t see how it’s unique. It’s embedded throughout the content. If you decide to leak this, you’re going to be identified.’”

When I inquired if the technology could have thwarted Apple’s recent leaks, he replied, “I think we could have—at the very least, significantly lessen the likelihood of such leaks.”

While the initial focus is on preventing insider leaks, Batterberry mentions they are currently exploring whether this advanced steganography can address various other societal challenges exacerbated by AI, including deepfake videos, misinformation, and cybersecurity breaches.

“We are educating people about this innovative method to protect their confidential information. Many individuals are unaware that such capabilities exist. That’s what we are truly pioneering.”