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The issue of how our personal data has been a recurring theme since the recent Facebook privacy scandal. New regulations to curb how companies use it has seen some of the biggest names on the internet make major changes to their products. This week at Apple's global developer's conference, the tech giant announced a number of privacy features including the ability to limit the data collected by social media, potentially harming their profitability Kate Bevan, editor of 'Which Computing ?', considers the fall-out from this move.