With continually increasing concerns for users' security, Apple has recently incorporated their enhanced privacy features for better data protection. The iOS 8, in particular, already includes a wide range of security additions and improvements.

In Apple's official website, CEO Tim Cook had put forward an official statement regarding the company's commitment to protecting their customers' data, saying, "At Apple, your trust means everything to us. That's why we respect your privacy and protect it with strong encryption, plus strict policies that govern how all data is handled."

Cook also emphasized that the additional security features in the latest operating system prevents the authorities or the company itself from accessing users' data.

Further, the website explains, "On devices running iOS 8, your personal data such as photos, messages (including attachments), email, contacts, call history, iTunes content, notes, and reminders is placed under the protection of your passcode."

Apple says that they cannot access data as they cannot bypass a user's passcode.  So even if the government or any other agency asks or warrants them to extract  information from devices that run on the new iOS 8, it's "not technically feasible" for them to comply or respond. 

Improved privacy features have come up, following the large-scale iCloud hacking incident with which personal photos of numerous celebrities were obtained and leaked online.

Some of the improved privacy features include users being allowed to restrict apps from tracking their location in the background as well as from gaining access and uploading their date.

Users can also enable the option "Find My iPhone" for lost and stolen devices; enable iMessages, video, and voice messages to expire within a certain period; and prevent the exchange of locations with others. Advertisers will also be restricted from tracking one's data and location.

Despite a comprehensive set of security and privacy features, the tech giant also places emphasis on the need for individuals to use such tools on a regular basis, such as the use of the passcode for locking a device.

However, privacy experts have commented that Apple's latest efforts for data protection are limited due to the fact that customers typically store a large amount of data (e.g. messages, email, photos, contacts) on iCloud, which is also encrypted on the device as well.

Additionally, all voice communications (e.g. call logs) will be stored with the mobile carrier and on the device itself.

Although Apple significantly increased iCloud security with the two-factor authentication that had already been made available previously to those with an Apple account connected to various services, privacy advisers have commented that such two-step verification has been "long overdue."