Apple said it never took information from Facebook (AAPL)

Apple CEO Tim Cook enters the stage for a keynote address during the Apple Worldwide Developer Conference in San Jose California

Apple CEO Tim Cook enters the stage for a keynote address during the Apple Worldwide Developer Conference in San Jose California

"As with all Apple software updates, enhanced privacy and security remain a top priority in iOS 12", Apple said in a statement. On March, the company grappled with the privacy scandal that was the Cambridge Analytica story which led to an "inappropriate" collection of data of upto 87 million people.

In iOS 12, the upcoming version of the software that underlies the iPhone and the iPad, Apple is adding a collection of features that are created to help people control how they use their devices.

It also comes with new parental controls that let parents view how their child is spending their time in apps and set time limits.

Current Apple CEO Tim Cook has returned to this theme in recent months as Facebook has come under fire for its collection of a huge amount of user data and its failure to protect that data from abuse by third parties - most notably Cambridge Analytica. If you go over your own limit, iOS 12 will pop up a reminder and block the app, though you can grant yourself an extension.

Apple seems to be promoting itself as a tech firm that has a higher commitment to user privacy than Facebook and other Silicon Valley companies, however some question whether this is just opportune marketing on the part of Apple, given the controversy emerging around Facebook.

Apple is closing in on Facebook by hitting its weakest point: privacy.

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The new tools will be available with iOS 12 this fall (between September and December), said Apple. Federighi confirmed that, saying there's likely plenty of interest in porting iOS apps to macOS, and that Apple's been working on a way to simplify that process - all while maintaining two separate OSes to serve different use cases and device form factors.

Cook said he'd been testing them out and was alarmed at what he found. It also says developers must not discourage the use of in-pp purchases, even though they offer their goods elsewhere.

"The App Store has fundamentally changed the way we live".

Apple is launching a suite of tools aimed at helping people curb their smartphone addiction.

"[It] is interesting because Apple is trying to sell you the screen and trying to minimize it", said Rebecca Jarvis, ABC News" chief business, technology and economic correspondent.

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