After the photo scandal in which prominent Hollywood stars such as Jennifer Lawrence private pictures were stolen by hackers and uploaded on the internet, Apple is hell bent on doing the marketing that is primarily focus on damage control. Tim Cook Apple’s CEO wrote:
"Security and privacy are fundamental to the design of all our hardware, software, and services, including iCloud and new services like Apple Pay. And we continue to make improvements. Two-step verification, which we encourage all our customers to use, in addition to protecting your Apple ID account information, now also protects all of the data you store and keep up to date with iCloud
I want to be absolutely clear that we have never worked with any government agency from any country to create a backdoor in any of our products or services. We have also never allowed access to our servers. And we never will."