Apple announced on Monday at its annual Worldwide Developers Conference (WWDC) that its upcoming iOS 15 update will give iPhone users even more insight and control over their own data. Among other updates, you’ll soon be able to see who your apps are sharing your data with; you’ll be able to stop trackers from detecting if and when you open emails; and you’ll be able to keep your internet activity more private. This is good news for you, but not great news for the data brokers that use your data to make money.

To illustrate just how seriously Apple takes its users’ privacy, Apple’s senior vice president of software engineering, Craig Federighi, introduced the privacy portion of the WWDC keynote by leaving the brightly lit virtual stage from which he was introducing other new iOS products and jumping into a secret, darkened virtual room.

“Privacy is a fundamental human right,” Federighi began.

Craig Federighi jumps through a cartoon hole

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