Apple gives tiniest nod to privacy while announcing iPhone 7

What more can Apple say to convince customers it's protecting their personal information? As of Wednesday, it seems the company ran short of new ways to reassure us.

Apple CEO Tim Cook announced the iPhone 7 today, but never listed its privacy features.

In a video before the main presentation, late-night host James Corden asked Cook if this was the most secure iPhone yet. Cook said it was. But in the two-hour event that followed, Cook and other Apple representatives on stage didn't give any details on what makes the latest iPhones more secure.

We know what Apple has done in previous iPhones to protect our information. The current iPhone model, the 6S, keeps your personal information locked away with encryption, and the company says it takes pains not to collect vast amounts of data on customers like its peers Google and Facebook. What's more, Cook kicked off Apple's product announcement event in March by vowing to protect user privacy.

"This is an issue that impacts all of us," Cook said at the time, "and we will not shrink from this responsibility."

 
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