Shara Tibken was a managing editor at CNET News, overseeing a team covering tech policy, EU tech, mobile and the digital divide. She previously covered mobile as a senior reporter at CNET and also wrote for Dow Jones Newswires and The Wall Street Journal. Shara is a native Midwesterner who still prefers "pop" over "soda."
"We believe privacy is a fundamental human right and we engineer it into everything that we do," Craig Federighi, Apple's senior vice president of software engineering, said at the annual developer's conference.
Federighi unveiled several new features to protect people's location data, as well as announcing a new "Sign in With Apple" tool. He noted that logins from
are used to track people online, but with the new tool, you can use your iOS device to authenticate your login credentials.
Watch this: Apple beefs up privacy controls on iOS 13
To protect privacy from apps that ask for your email address, Apple can also now automatically generate a random email address for those services.
"This experience is meant to let you have control over your data," Federighi said.
The new iOS also puts restrictions on location tracking. Now when you give an app permission to access your location data, you can require the app to ask for permission each time. Apple now also blocks location tracking from Wi-Fi and Bluetooth.
Though Google and Facebook offer free products and rely on user data for targeted advertising that generates revenue, Apple's profits come from its phones and services, with more than $120 billion coming to the company from App Store sales alone.
WWDC is where Apple details its newest software and services that'll arrive on devices later in the year. The company may be best known for its hardware, but the seamless integration of its hardware with its software is what sets Apple apart from rivals. Apple's ability to control every aspect of its products, something that began when Steve Jobs and Steve Wozniakfounded the company in 1976, has been key to making Apple one of the most powerful companies in tech.