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Apple: Privacy is a fundamental right

Apple updated its privacy policy Wednesday and offered up more details on how it handles the data it collects to power the iPhone X's Face ID feature. "At Apple, we believe privacy is a fundamental human right," the company says in a new version of its privacy Web site. "And so much of your personal information — information you have a right to keep private — lives on your Apple devices."

Why it matters: With Apple now using facial recognition in addition to collecting fingerprints, it wants to reassure customers of the steps it takes to protect the data. Also, as all varieties of smartphones contain a treasure trove of personal information, Apple aims to make its strong privacy stance a selling point.