Apple has long prided itself on the safety and security of personal data.
The US technology firm has a strong belief about how it stores and uses people’s private information and continues to push the message that everything users do on their devices is kept totally secure.
“At Apple, we believe privacy is a fundamental human right,” a message reads on their recently updated privacy page.
Apple’s stance is that the most private of data should only be stored on the device customers own and not be available to anyone else including third parties.
Even when using Siri, Apple minimises the data it collects and makes sure that searches made aren’t linked to the identity of a user.
The same goes for services such as Maps with Apple never knowing the exact location of where a journey has started or ended.
Apple Pay purchases are also kept totally private meaning the US firm doesn’t have access to where or what’s been bought and biometric data such as facial recognition and fingerprints are only ever kept locally on the device.
Even iMessages are fully encrypted with only the sender and end user ever knowing what’s been included in the message.
Of course, like all companies, Apple does hold some data on its customers but the firm is making sure it’s more transparent on what information it has stored.
From today, anyone with an Apple account can request to get a copy of their data, request a correction to their data, deactivate an account or even delete an account entirely.
If you want to see what Apple stores you can simply head your Apple account page and scroll down to Data & privacy.
Here you’ll see a link to the Privacy page and the option to “Manage your privacy”.
Once logged into this new data and privacy site you can then access a swathe of information and features which include.
Obtain a copy of your data: Download a copy of your data from Apple apps and services. This may include your purchase or app usage history and the data you store with Apple, such as calendars, photos or documents.
Correct your data: If you believe that any personal information stored by Apple is incorrect, you can request that the firm updates it.
Deactivate your account: Temporarily deactivate your account and restrict access to your data. You will not be able to access your account or any Apple services while your account is inactive.
Delete your account: Permanently delete your account and associated data from all Apple services.
In a recent interview with MSNBC’s Chris Hayes and Recode’s Kara Swisher, Apple CEO Tim Cook explained more about Apple’s passion for privacy.
“Privacy to us is a human right. It’s a civil liberty,” Cook said.
“We care about the user experience. And we’re not going to traffic in your personal life.
“I think it’s an invasion of privacy.”
“This is not something that we just started last week, when we saw something happening. We’ve been doing this for years.”