Apple says its services respect your digital boundaries -- and it wants you to know it.
The company took several opportunities Monday to emphasize user privacy -- and indirectly take a jab at rivals -- at its splashy, celebrity-laden event in Cupertino, California.
Facebook, Google and other tech companies have come under fire for the amount of data they collect on users to sell advertising. Apple has largely escaped this backlash and has sought to set itself apart by emphasizing its privacy safeguards. Apple has been able to do so because the bulk of its business is in hardware, namely iPhones.
"It doesn't surprise me that they hit that pretty hard," he said. "Apple has always been different from their competitors in that they are not very advertising-centric."
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