In some pretty bad timing, the leak of celebrity nude photos from iCloud came just before the announcement of the new Apple iPhones. As expected, there was no mention of the incident until after the iPhone event. First, Apple turned on notifications for when your iCloud was accessed via the web
, then launched two-factor authentication for iCloud. Now, Tim Cook has written an open letter to customers, detailing Apple's commitment to privacy and security.
Cook's letter is just about what you'd expect. It starts out with an attempt to reassure users not only of the privacy and safety of using iCloud, but of the new mobile payment system coming next month, Apple Pay. There is also the contrast between Apple's business model ("We sell great products"), and a thinly veiled shot at Google, saying that Apple doesn't build a profile of your data, and doesn't monetize your information.
Here's the full letter. What do you guys think of 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.
Security and privacy are fundamental to the design of all our hardware, software, and services, including iCloud and new services like Apple Pay. And we continue to make improvements. Two-step verification, which we encourage all our customers to use, in addition to protecting your Apple ID account information, now also protects all of the data you store and keep up to date with iCloud.
We believe in telling you up front exactly what’s going to happen to your personal information and asking for your permission before you share it with us. And if you change your mind later, we make it easy to stop sharing with us. Every Apple product is designed around those principles. When we do ask to use your data, it’s to provide you with a better user experience.
We’re publishing this website to explain how we handle your personal information, what we do and don’t collect, and why. We’re going to make sure you get updates here about privacy at Apple at least once a year and whenever there are significant changes to our policies.
A few years ago, users of Internet services began to realize that when an online service is free, you’re not the customer. You’re the product. But at Apple, we believe a great customer experience shouldn’t come at the expense of your privacy.
Our business model is very straightforward: We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t “monetize” the information you store on your iPhone or in iCloud. And we don’t read your email or your messages to get information to market to you. Our software and services are designed to make our devices better. Plain and simple.
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.
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.