Photo by Tyler Lastovich on Unsplash

The hardest words to say are, "I'm sorry," but Apple (surprisingly) doesn't have a problem saying them after a whistleblower revealed that human strangers were listening to your private conversations. Apple commendably went a step further and actually fixed the issue that makes it feel like your phone is eavesdropping on you.

The unnamed whistleblower told The Guardian that Siri records conversations as a form of quality control called "grading." The purpose was to allow Apple to improve Siri, but it ended up feeling like one huge privacy violation.

It turns out, Apple's voice assistant could be triggered accidentally, even by muffled background noises or zippers. Once triggered, Siri made audio recordings, some of which included personal discussions about medical information, business deals, and even people having sex. The percentage of people yelling out, "Hey Siri!" while getting it on is probably very small.

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For over a decade, Apple's done everything in its power to keep your eyes, ears, and fingers glued to your cellphone. This makes their latest feature a little puzzling.

Tucked away in iOS 12, the mid-2018 iteration of Apple's mobile operating system, is a feature called Screen Time. This feature will monitor user activity about app usage, time spent on the device, and more. It will also allow people to set limits for themselves. Parental controls are nothing new when it comes to pieces of tech, but Screen Time is a little different in that it's not necessarily for children.

"With Screen Time, these new tools are empowering users who want help managing their device time and balancing the many things that are important to them," Craig Federighi, Apple's senior vice president of software engineering, said during the product announcement. In effect, Apple is giving users the option to limit themselves and the time spent on their devices.

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Prepare yourself, because a new ad campaign from the marketing wizards at Apple may leave you a sniffling mess.

The four short spots for Apple in Australia briefly capture the weddings and first dances of real same-sex couples. The ads are all set to a Courtney Barnett cover of the INXS hit, “Never Tear Us Apart.”

Like any good first dance, there are are spins …

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