"We have never been about maximizing the number of times you pick [the phone] up, the number of hours that you use it", Cook said.
The upcoming versions of the software powering iPhone and Mac computers will block the use of so-called "cookies" from Facebook "like" buttons that can follow people from one website to another, Apple said.
Apple, kicking off its annual developer's conference, appeared to be setting itself apart from Facebook, which has drawn the ire of privacy activists, and even showed how its software could prevent the social network from tracking users on Apple devices. "It will become intensely hard for data companies to recognize the device and track the user", he added. In addition to the new privacy measures, Apple also introduced new features that will encourage users to limit the amount of time they spend on their phones.
The New York Times reported on Sunday that Facebook struck deals with device manufacturers, including Apple, that gave them access to information on users and their friends without their explicit consent. "What we did was we integrated the ability to share in the operating system, make it simple to share a photo and that sort of thing", he said, adding that "We weren't in the data business".
At last year's conference, Apple demonstrated the HomePod speaker, monoblock iMac Pro and a pair of the new iPad Pro. Screen Time would also allow parents to limit access to some apps and websites. Along with ways to limit distracting notifications from iPhones, a new Screen Time feature allows people to more tightly control and monitor time spent in applications.
SYDELL: Well, I should be clear that, you know, Tim Cook has been very critical of Facebook's model which relies on just collecting lots and lots of information.More news: Wynne's concession 'difficult' but 'honourable,' local Liberal candidates say
Apple Chief Executive Officer Tim Cook speaks at the Apple Worldwide Developer Conference (WWDC) in San Jose, California.
"This is beyond remarkable", Cook said, noting that the online App Store will be 10 years old in July.
Apple says Safari will also stop advertisers from collecting their device's unique settings.
According to him Apple's thought of privacy was a "fundamental human right", something it will never want to breach and misuse in anyways.
While the feature will make launching apps and using the keyboard faster on newer phones, it's also an indicator that Apple is catering to older phones as more people are hanging onto their devices for longer. They have Apple Pay.