Apple Inc. introduced a “Sign In With Apple” function to opponent Facebook and Google web sign in accounts, drawing a differ from opponents by stressing protection of user’s information.

Once users login with their Google or Facebook profiles to third-party apps, the apps often share valuable data with Google and Facebook, a practice that Apple is looking to prevent.

Apple said the move at its yearly software developer conference in San Jose, California, where it also presented new features for its iOS for iPhones, iPads and Macs and after 18 years Apple said it would leave the iTunes app in favor of discrete apps for music, movies and podcasts.

Privacy themes ran during the event, with Apple producing a system for its users to sign up for apps with a randomly generated email to evade revealing their personal information.

The iPhone maker said tightened controls on location tracking would prevent apps from scanning Bluetooth and Wi-Fi networks to predict a user’s location even when the user has disabled tracking.

Apple has focused privacy in effort to set itself from opponents such as Facebook and Google both use data to increase their advertising businesses and practices have come under inspection.

"Location-based tracking, for example, is much more nefarious than most people realize," said Bob O'Donnell, head of TECHnalysis Research. "You can find out more about someone from their location than things like what they're searching for."


According to analysts Apple is not likely to make any money straight off the new services. Ben Bajarin, an analyst at Creative Strategies said, instead, features like the web sign-on are probable to drive brand reliability by making it easier for users to sign into apps with no having to misrepresent multiple passwords.

However Apple, whose iPhone sales have begun to tumble after close to a decade of sustained growth, is also working to convince clients that its hardware is worth its higher value in part for it keeps their data. Bajarin said Apple seems to be working to "firewall" off its clients from data collection practices it disagrees with.

"You look at all these regulations that have come down...and the goal of them is to give consumers more control over their data. Apple is saying, if you guys aren't going to do it - and they're talking to the other big companies - we'll do it for our customers," Bajarin said.

Apple closed drop 1 percent at $173.30. Prior in the day, a news agency reported that the U.S. Justice Department has expected jurisdiction for a possible investigation of Apple as part of a bigger review of whether technology giants are utilizing their size to turn in anti-competitive manner.

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