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Apple spotlights internet privacy features at WWDC

Screen shot: Apple.com

As Facebook continues to be beset with data-sharing controversies, Apple once again aimed to contrast itself with the social network by spotlighting its privacy-focused features Monday at its annual developer conference in San Jose.

Why it matters: The iPhone maker has long presented itself as an advocate of user privacy and an opponent of invasive advertising models, and Facebook's recent trials have given it more opportunities to parade those positions.