Apple: You share iCloud data, and we'll make iPhones smarter

Apple's iOS 10.3 software describes how Apple wants to gather iCloud data to improve services. Apple long has argued in favor of customer privacy, but the company wants to do more with your personal data so services like Siri voice recognition can get smarter. A new option in its iOS 10.3 software, released earlier this week for beta testing, asks iPhone and iPad users to share iCloud account data. Privacy is a thorny issue for tech companies. It sounds nice in principle, but it's technically complicated. And until an FBI investigator arrives, we're more likely to care about how well our phones steer us around traffic and flag important messages than we are about whether a tech company's data center is peering into our personal lives.