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Tim Cook, CEO of Apple, does not sleep. At night he is haunted by naked photos of celebrities. He has not admitted to this, and probably never will, but his behaviour of late seems to suggest he’s trying to make up for something.
Shortly before the launch of the new iPhone 6, iPhone 6 Plus and Apple Watch, Cook announced that Apple will improve iCloud security password settings. He has not stopped there, he has now written an in-depth letter about Apple’s commitment to our privacy.
In the letter, he writes, “Our commitment to protecting your privacy comes from a deep respect for our customers. We know that your trust doesn’t come easy. That’s why we have and always will work as hard as we can to earn and keep it”.
Though Cook still refuses to acknowledge Apple’s fault in the iCloud hack, he clearly has not recovered from it.
“At Apple, your trust means everything to us. That’s why we respect your privacy and protect it with strong encryption, plus strict policies that govern how all data is handled,” the letter continued.
The company said Wednesday night that its latest software system, iOS 8, included deep protection of the information stored on Apple mobile devices. The company claims that because of these new deep protection, it has become impossible for it, even if it wanted, to give up user information. Whether that be government warrants asking for customer information like photos, email, messages, contacts, call history and notes, to be extracted from devices or marketing agencies.
In his letter, Cook emphasized that Apple was unlike other tech companies that benefit from collecting customer data and sharing it with third parties. Looking at you, Facebook and Google.
“Our business model is very straightforward: We sell great products,” he said. “We don’t build a profile based on your email content or web browsing habits to sell to advertisers.”
The company has also added a new “built-in security” page to is website which explains all of the measures put in place to keep user data private.
Cook ended his letter by saying.
“Finally, I want to be absolutely clear that we have never worked with any government agency from any country to create a backdoor in any of our products or services. We have also never allowed access to our servers. And we never will.”