What it means, and what that means for us
It's hard to think of a context these days where even just the word privacy wouldn't cause a fuss or get attention. Couple it to Apple and prefix it with a word we do understand but can't see what it's got to do with all this, and you've got questions being asked. There are questions about the effectiveness of this idea and the worth of it, but let us answer the big one about what the term actually means.
Not the dictionary definition
It means Apple wants to have its cake and eat it -- and that maybe this could well happen. Previously Apple has been the firm that's said it doesn't have and doesn't want details about you while Google wants everything. A lot of screen pixels have been lit up by arguments over just how much data either company is taking from us and it boils down to this: if you want privacy, don't get a smartphone.