Privacy. It's a big deal, yes? The answer is yes, and Apple knows this. The numerous whistleblower leaks and government documents that have been raised over past years -- not mention all the instances of hacking -- have raised big concerns in consumers about their privacy and how big companies are handling it. And, again, Apple is reassuring its users that they don't have to worry. Apple understands privacy is a big deal, and it has detailed how your information is handled.