When it comes to privacy, I'm the first to stand up and shout that privacy ought to be protected at the highest costs. Facebook's Mark Zuckerberg might disagree. The good folks over at Google, now facing a multi-state Attorneys General investigation over privacy concerns might disagree too.
At Apple , despite coverage to the contrary, not so much.
What should get the real attention here is that Apple, for a change, is actually the good guy. Apple's taken it on the chin recently for its dealings with Adobe, the way it handled the Gizmodo-stolen-iPhone-prototype fiasco, the way it has been stretching its bullying legs in the marketplace. And the PR black eyes have all been at various points justified. But when it comes to this nascent privacy imbroglio, the up-in-arms folks need to take their seats, and here's why:
It's easy to jump to conclusions that Apple, or any other company, is mortgaging your privacy for a quick buck, or the promise of one, but if you dig a little deeper, at least in this case it appears that Apple is moving in the other direction, and taking some initiative to protect the privacy of its users. At least to an extent. The company's new, official page that lets users opt out of personal data collection, is a key step in the right direction. Nobody's perfect, and Apple still has yet to detail how long it plans to keep the data it collects. But against the competition, Apple seems to be raising the bar, not trying to sneak under it.
Questions? Comments? TechCheck@cnbc.com