While watching Apple's WWDC presentation earlier this week, I typed the following into our Slack channel: "Apple and Google now offer stand-alone password management apps. Will any of us really need to pay for a password manager again?"
A coworker quickly pointed out that many customers will never want Apple, Google, or any tech titan to access their sensitive personal data. They're right, of course. Besides, there are free and paid password managers that already do what Apple and Google aren't trying to do, which is meet very specific customer needs.
(Credit: Apple/PCMag)For example, Apple and Google’s password managers aren’t always the best options when you’re starting a business, keeping family members connected to a VPN, or trying to pass on your banking logins and other information after you die. There are password managers with unique and helpful functions and features that may solve your problems faster and more thoroughly than the free apps from Apple or Google.
Can Other Apps Compete With Apple and Google?
(Credit: Apple/PCMag)The big advantage of using a password manager from Apple or Google is that you can use it immediately. You don’t have to download any new apps, and you can save logins and auto-fill them around the web without navigating an unfamiliar user interface or giving device permissions to a third-party company.
Currently, iOS supports password storage, credential sharing, multi-factor authentication code, and passkey storage. The Apple Passwords app is expected to include a vault, so users can easily navigate and view all their codes, logins, and passkeys. An app mockup revealed at WWDC also shows password hygiene alerts to help you identify weak or reused passwords.
(Credit: Google/PCMag)Google’s password management tool also performs password hygiene checkups for any credentials you store in its vault. Google Password Manager is built into the Chrome browser and Android OS, and it auto-fills stored passwords so you don’t have to remember them.
Beyond password storage and filling, Apple Passwords and Google Password Manager don't have many other features, which is good news for third-party vendors. The big-tech branded password managers are fine for basic password management, but they're designed to appeal to a broad user base. That means it’s time for other one-size-fits-all password manager apps to beef up the feature lists and target specific customer needs, fast.
There's Always Room for More Password Management
There will always be a place for stand-alone, open-source, free password management apps such as Editors' Choice award winner Bitwarden, or the highly capable new app from Proton. Both are open-source applications, which means there are more eyes on the code, and security vulnerabilities are usually spotted sooner.
(Credit: Bitwarden/PCMag)Bitwarden and Proton Pass give you cross-platform password management, too. That means you can sync your passwords across your Android and Apple mobile devices, browser extensions, and desktop applications.
Apple’s Passwords app, slated for release as part of iOS 18, only syncs credentials across iOS devices, Mac, Apple Vision Pro, and Windows desktops via iCloud. Like Google’s password manager application for Android and Chrome browsers, Apple’s stand-alone Passwords app is not a true cross-platform solution.
Not All Password Apps Are Equal to Every Task
While testing password managers throughout the year, I’ve found well-organized and helpful apps that serve specific customers by performing certain functions exceptionally. For example, if you want to quickly set up password management for a small business, I'd recommend trying Dashlane, Keeper, or NordPass because they all have full-featured plans for small businesses and large enterprise customers.
"Password management is a critical first line of defense against the most prevalent cyber threats that can cripple small and medium-sized businesses," according to Craig Lurey, chief technology officer and co-founder at Keeper, a password management company.
Lurey told me via email that while there are obvious security benefits to using a password manager for business, there's also potential for these apps to "increase productivity by providing secure sharing among teams and reducing helpdesk costs associated with password resets."
There are other important use cases, too. If you find yourself filling out lots of online forms for work or school, RoboForm's extensive data sets and easy form-filling make it the ideal option. For those who want total control over their data, there's Enpass. The app allows users to choose where they store their personal data, and they can keep their passwords on their device, in third-party cloud storage, on a USB stick, anywhere–just not on Enpass' servers. This is a bonus for anyone wary of security breaches like the one that affected LastPass’ customers.
(Credit: Enpass/PCMag)What Else Should You Want From Your Password Manager?
What happens to your logins after you die? Some apps, like LogMeOnce or Keeper offer extensive password inheritance tools to help you control how and when to pass on your data to family and friends.
Other apps have extensive data breach monitoring and data exposure reports. Proton Pass’ new Pass Monitor feature is particularly good at showing when and what kind of customer information was exposed in a data breach. The sooner you know about breaches, the sooner you can take steps to make sure your account hasn't been compromised or your identity stolen.
(Credit: Proton/PCMag)It’s always a good idea to run your connection through a virtual private network, or VPN, too. Whenever you connect via public Wi-Fi, or any time you want to add a layer of privacy to your online activity, a VPN can help. Dashlane includes a simple built-in VPN with its subscription.
Should You Switch to Apple Passwords or Google Password Manager?
A free password manager like those from Apple and Google can keep you from using the same password for every account and help you update your passwords if you have to change them frequently for work. These apps are also helpful if you're tired of trialing new apps and you want a native utility to store your logins.
The best password manager for you depends entirely on your online lifestyle and offline needs. Check out PCMag's lists of the top-rated, thoroughly tested, third-party password management apps in categories like business password management and free password managers.
That said, the best password manager is one that you will actually use. You can avoid identity theft stemming from exposed logins in data breaches by using a unique username and password combination or creating a passkey for all your online accounts.