Apple takes on the Internet: The big tech battle over privacy

The iPhone maker is taking on developers as well as Facebook and Google, transforming the $533 billion digital ad market

Apple surmises that millions of iPhone users have little idea just how closely they are being watched. Not even experts have a precise sense of how and where this data gets used, says the writer. PHOTO: BLOOMBERG

Apple boss Tim Cook has a reputation for being soft-spoken and a little boring. His Twitter feed is replete with corporate platitudes. But when it comes to user privacy - "one of the top issues of the century" - he gets fired up.

In January, Mr Cook railed against "data brokers, purveyors of fake news, trackers and peddlers of division, hucksters just looking to make a quick buck".

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