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    Apple’s big privacy push

    Aug 27, 2019 4 minutes
    WRITTEN BY ALEX BLAKE

    Apple has always been known for its pro-privacy stance. Back in 2010, Steve Jobs laid it out for anyone who wasn’t sure: “Privacy means people know what they’re signing up for, in plain English, and repeatedly.”

    But even by Apple’s own lofty standards, these days the company is really pushing the privacy envelope. What prompted this renewed focus on privacy? And what is the world’s biggest tech company doing to keep your data safe?

    The first of those questions is answered relatively easily: because Apple’s rivals keep screwing up. From the Facebook Cambridge Analytica scandal to Google hoovering up your conversations, the other big Silicon Valley tech firms seem hell-bent on handing Apple PR victories. And Apple is

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