Apple takes pop at rivals’ data abuse

Apple takes pop at rivals' data abuseApple has taken a swipe at how rivals handle their customers’ personal data – in effect claiming they abuse users’ information to sell ads – in an effort to deflect criticism over its own privacy record following the explicit pictures row sparked by its iCloud service.
In a letter to customers on a new section of its website detailing its approach to privacy, Apple chief executive Tim Cook is at pains to draw an explicit contrast between its business model of selling devices, and online services such as Google and Facebook that are funded by advertising.
Cook writes: “A few years ago, users of Internet services began to realise that when an online service is free, you’re not the customer. You’re the product. But at Apple, we believe a great customer experience shouldn’t come at the expense of your privacy.”
He maintained that Apple does not “build a profile based on your email content or web browsing habits to sell to advertisers” or “read your email or your messages to get information to market to you” [unlike Gmail, which targets advertising based on its users’ inboxes].
The privacy pledge will be promoted on Apple’s homepage during the launch of its new iPhones this week. It also includes tips for customers to keep their information safe by using more complicated passwords, spotting fraudulent emails and turning on two-step authentication.
Two weeks ago Apple was forced to ramp up its iCloud security following the fall-out from explicit pictures row, despite refuting claims it was to blame for the breach.
At the time, Cook told the Wall Street Journal that alerts sent to users will now include one when data is restored to a new device. iCloud accounts may been broken into when hackers correctly guessed passwords or through phishing, he said.

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