Apple has updated its Privacy website with details about how the company uses your data to serve the newest iOS 9 and iPhone 6s features, like Apple Pay, Apple News and Hey Siri. Consistent with Apple’s messaging, they reiterate how everything they make is designed to store as little personal information as possible with anonymity wherever possible. Contrary to other reports, the Tim Cook cover letter fronting the Apple Privacy page is not new and has been posted on the website for some time.
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As you add photos, messages, contacts, and credit cards to your Apple devices, they become more personal. So we design innovative ways to protect that data. And we build powerful safeguards into our operating systems, our apps, and the devices themselves. Because the things you rely on every day should keep your personal information safe.
Apple has mainly changed this page of its privacy site rebranding it as their ‘approach to privacy’, when it used to be framed as ‘Privacy Built In’. For example, Apple has detailed how it uses personal information in the News app given that the content is ad-supported. It notes you can enable Limit Ad Tracking to prevent advertisers from serving personalized suggestions.
While News is ad supported — ads are served based on the articles you read — this information cannot be used to target ads to you outside the News app. We never provide publishers with information to track you. And you can turn on Limit Ad Tracking to stop receiving targeted ads.
It also goes to some length to discuss the security instruments in place for Apple Pay, reiterating how Apple Pay does not store your actual card number and instead stores a unique Device Account Numbers in the encrypted Secure Element inside the SoC of your Apple-Pay equipped iPhone or Watch.
The company has also updated its statistics on government requests for information, stating that less than 0.00673% of customers have ever been affected by such a data-revelation order.