iPhones answer calls for privacy
Apple has unveiled new privacy controls to let iPhone, iPad, Apple TV and Mac users delete their Apple accounts or get a copy of everything Apple knows about them.
The move comes as a storm continues to blow around Facebook's lack of control over customer data, which has now cost the social media giant almost $100bn (€810m) in company value.
Apple's initiative is timed ahead of Europe's upcoming GDPR data privacy law, which will tighten up rules that companies have to follow when dealing with users' personal information.
It covers personal information relating to things such as iCloud data, GameCentre details or marketing communications.
What it doesn't include are the reams of content within apps like iMessage, Apple Pay, Siri, Maps or Photos Search because Apple doesn't collect that type of user data.
Deleting an Apple account will take seven days under the new system. This is to make sure an account has not been taken over by an unauthorised person.
Apple chief executive Tim Cook criticised Facebook this week for building "these detailed profiles of people ... patched together from several sources". Asked whether Facebook should still be entitled to self-regulation, he responded: "I think we're beyond that here."
The EU's GDPR law, which comes into force on May 25, will introduce fines of up to €20m or 4pc of global turnover.
Irish data protection commissioner Helen Dixon has warned tech giants she will use the full extent of the new law.