During the WWDC 2018 Conference, Apple senior vice president of Software Engineering Craig Federighi conducted a live demo to show the functionality of group FaceTime showing how it integrates with Messages and how easy it is to use.
Apple's Federighi went further however and specifically singled out Facebook, saying it keeps watch over people in ways they might not be aware of.
Starting with iOS 12, Apple previewed some of its upcoming features and a major feature was the privacy aspect to it.
The Downtime feature lets users specify a certain period in when they can't use their device - when they should be asleep, for example.
The US technology firm says that its next version of iOS will actually make phones faster despite being packed with new features. With Screen Time in iOS 12, sophisticated features herald an era of more "quantified usage" of your iPhone. In a statement, Apple said iTunes will be home to the "largest collection of Dolby Atmos supported movies anywhere", and those titles will be updated for free.
Apple uses WWDC to reveal what software it has been working on and the updates it will be releasing during the coming months and years.
The prompt also has been created in a way that makes it clear to users that they are being tracked by websites like Facebook. Apple CEO Tim Cook said in March that he "wouldn't be in this situation" if he were in Mark Zuckerberg's shoes.
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Apple is also limiting what is called "fingerprinting", which is created to allow companies to follow certain device activity from one site to the next.
Facebook executives have pushed back against critics like Apple.
In iOS 12, the Photos app will now display search suggestions when a user is looking for a specific picture, based on things that appear in the photo, including cars, dogs and flowers.
A New York Times report stated how personal information of Facebook users had been made available for Apple and other 60 device makers over an agreement between them.
Also in iOS, a new Do Not Disturb function can impose a black sleep screen on your iPhone, lest your sleep be distracted by middle-of-the-night notifications.
"The things mentioned in the Times article about relationship status, all these kinds of things, are so foreign to us, and not data that we have ever received at all or requested - zero", Cook told NPR in an interview.