Apple Unveils New OS with Upgraded Privacy Features

Apple CEO Tim Cook poses for selfies with the company's WWDC scholarship recipients

"We've all seen these like buttons and share buttons", Apple software VP Craig Federighi said at the company's annual developer conference.

Following this, Tim Cook, Chief Executive at Apple, previously described Facebook's practices as being an "invasion of privacy" because of Facebook "keeping watch over people in ways the might not be aware of", according to the BBC. And he said, no, they're simply just trying to give their users more privacy, and that may affect Facebook.

Other new additions in iOS 12 include Memojis, (animated emojis configured to look like device owners) and Group Facetime for up to 32 people on one video or group call. In a statement, Apple said iTunes will be home to the "largest collection of Dolby Atmos supported movies anywhere", and those titles will be updated for free.

For years, Facebook's sneakiest data-collector has been the "Like" button.

He announced the company was introducing a new Intelligent Tracking Prevention tool in its Safari web browser that would block social media "like" or "share" buttons on websites. Lax policies around sharing data with third parties led to the leak of Facebook user information to consultancy Cambridge Analytica, which worked on Donald Trump's 2016 presidential campaign.

Additionally, Apple is making fingerprinting - the ability for trackers to identify specific devices - much harder.

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Earlier this year whilst visiting a school in England Cook said that while he doesn't have his own kids, he does not want his nephew to use a social network.

While introducing this feature to the world, Apple chose to show Facebook apps as an example, which is amusing because they could have chosen any other app. With App Limits, Apple's also going to expand some of its parental controls, so parents can restrict how long their kids spend in certain apps, or certain types of apps.

"The things mentioned in the Times article about relationship status, all these kinds of things, are so foreign to us, and not data that we have ever received at all or requested - zero", Cook told NPR in an interview.

A New York Times report stated how personal information of Facebook users had been made available for Apple and other 60 device makers over an agreement between them.

Siri will also suggest that users turn off some notifications if the user hasn't opened the app in a while.

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