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Six Colors

by Jason Snell & Dan Moren

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By Dan Moren

The Back Page: We Here at Apple Are Proud to Know Nothing About You

At Apple we take privacy very seriously. With recent revelations about Facebook and other technology companies, we’d like to take this opportunity to reassure our valued users and customers that not only does Apple not collect or store data related to your personal behavior and actions, but we also just don’t care.

Mining your data and compromising your privacy isn’t our business. We don’t know what clothes you buy, from what sites, or what search terms led you there. Nor do we know what medications you take, what you were talking about with your friends at your last game night, or where you’re thinking about going on vacation. More to the point: It simply couldn’t matter less to us. We’re a global, multibillion-dollar tech company and you’re, well, you. What could we possibly have in common?

There’s been much speculation that our lack of data mining has held us back in certain key areas, such as the virtual assistant market.…

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