Jun 8, 2015 · 2 minutes

Apple wants to convince its customers that they can trust it with their data.

The company made what can only be described as a metric ass-ton of announcements at its annual developer conference in San Francisco today. Most of its software has been changed in some way, and while those changes are compelling, none are as important as Apple's commitment to privacy.

Some of those tweaks gave Apple the opportunity to collect personal data. Consider the updates made to Spotlight, which will now show information about the weather or professional sports in addition to data gathered from consumers' devices, all of which could have been a huge blow to privacy.

Yet the company has promised that this information won't be shared with others in most instances, and if data is shared with other companies, it's anonymized and won't be connected to a customers' existing Apple ID. That's a big change from the previous version of Spotlight, which was a bit of a snitch.

Then there was the introduction of News, a service that gathers articles from a variety of sources and presents them in a single feed. Apple could have easily set it up so that information about what people read, on what device they read, and whether or not they've interacted with any of the ads shown in the service.

Yet, again, the company says that none of this information will be sold to third parties. Despite several announcements that could've given Apple access to a smorgasbord of personal information, the company is making one thing clear: It doesn't want to be seen as a company that profits from the erosion of privacy.

Apple has also added two-factor authentication to iCloud. That feature should've been included from the beginning -- seriously, why did it take so long for Apple to join other tech companies in implementing this safeguard? -- but at least it's finally being included in a service many millions of people are using.

I would still be wary of trusting Apple with all this information. Even if it's stored on the device, or anonymized, it could still be compromised eventually. Apple is making all the right moves, though, so I for one am more likely to trust it with my data than I am to trust Google Now or other companies' products.

Apple has shown that people don't have to sacrifice their privacy in exchange for convenience. Google has made that trade-off seem natural; how's it going to make its products smarter if it can't feed them more private data? These new products show that, in theory, there are healthier ways to eat that brain food.