How Apple is trying to protect your privacy as its products get more personal

In a revamped privacy policy Web site, Apple attempts to lay out how its philosophy on data collection distinguishes itself from its tech industry rivals. In essence, the company is telling customers it is not interested in their personal data, even as it must use more of that data to deliver personalized products. It is broken down into several sections -- such as how it handles information requests from the authorities including the National Security Agency, instructions on how to secure devices from, say, third parties which may be interested in tracking behavior, and how some of Apple's services work.

Others such as Google have also tried to explain data use policies in everyday language, but sometimes veer to toward being too general. A new section on the Apple News app states that it collects data on what each user is reading so it can offer personalized headlines and ads. But the service does not tie reading habits to an Apple account and uses a unique identifier -- which functions only within the News app -- to send you targeted ads. Readers can also remove a record of their reading history from their device.