Apple has performed its yearly privacy update and expanded its security and privacy protocols, most notably, it is now allowing US customers to request all the data the company has stored on them.
Ever since the EU-wide GDPR rules came into effect, EU customers have been able to view their company stored data as a prerequisite of the law which mandated the feature of any company operating in the region. It is this same portal US customers are now also being given access to.
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Apple has long held itself up as staunch believer in the idea that "privacy is a fundamental human right" and stores relatively little customer data in comparison to other tech giants like Facebook or Google.
Apple CEO Tim Cook recently criticized other tech firm's data gathering practices in an interview, saying: "The narrative that some companies will try to get you to believe is: 'I've got to take all of your data to make my service better.' Well, don't believe them.
"Whoever's telling you that, it's a bunch of bunk," he added.
Apple's transparency feature is also open to Canadian, Australian and New Zealander customers, all of whom can also request their data.
Other new security measures included end-to-end encryption for group FaceTime video calls and literature on how Apple uses differential privacy to improve its products without compromising its customers privacy.
