Apple took a high-profile swipe at Google, Amazon and Facebook at this year's Computer Electronics Show, with a full-building ad touting "What happens on your iPhone, stays on your iPhone." CEO Tim Cook has criticized competitors for their privacy.
However, privacy as a differentiator may be a risky business move.
Apple is just one iCloud breach away from an embarrassing incident. Major celebrities who have had nude photographs stolen from their iCloud archives have been dangerously close.
Third-party applications are also a potential sticking point. From a security point of view, Apple's app store has stringent safeguards in place that make it more resilient to security issues like application spoofing than competitors like Google's Play store.
But independent iPhone apps still have the capacity to misuse data. The company routinely removes applications from the store for providing user information to unauthorized third parties.
So Apple may also be one data-tracking scandal away from significantly denting the idea that data necessarily "stays on your iPhone."
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