(Bloomberg) Apple Inc. has positioned itself as the champion of privacy. Even as Facebook Inc. and Google track our moves around the internet for advertisers’ benefit, Apple has trumpeted its noble decision to avoid that business model. When Facebook became embroiled in a scandal over data leaked by an app developer, Apple Chief Executive Officer Tim Cook said he wouldn’t ever be in such a situation. He framed Apple’s stance as a moral one. Privacy is a human right, he said. “We never move off of our values,” he told NPR in June.

The campaign is working, as evidenced by media reports depicting Apple as hero to Facebook’s villain. But that marketing coup masks an underlying problem: The world’s most valuable company—its market value crossed the $1 trillion mark on Aug. 2—has some of the same security problems as the other tech giants when it comes to apps.

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