Jobs’ Mob and the Tame Apple Press claim that Apple is the “bestest in the whole world” at providing users with privacy and makes this a central feature of its advertising campaigns.

Apple splashed out on billboard campaign slogans like "Privacy. That’s iPhone," and "What happens on your iPhone, stays on your iPhone," and "Your iPhone knows a lot about you. But we don't."

However, according to a complaint filed in Northern California District Court on behalf of plaintiff Julie Cima, Apple captures iPhone customer data despite device settings declaring a preference that information should not be shared.

"Apple records consumers’ personal information and activity on its consumer mobile devices and applications ('apps'), even after consumers explicitly indicate through Apple’s mobile device settings that they do not want their data and information shared," the complaint, filed this week, says.

"This activity amounts to an enormous wealth of data that Apple collects and uses for its financial gain."

The complaint was based on research published last November by a two-person firm developer team called Mysk that claimed Apple collects analytics data even when iPhone users have set a preference disallowing data collection.

This is not the first time that Apple has been court out with poor privacy allegations. Research by boffins from Oxford University, published in April 2022, claim Apple engages in invasive data practices similar to those it forbids among third-parties.

Apple has a long history of over egging the pudding when it comes to claims in its technology. It has discovered it is much easier to claim that it has invented the tech and get the use to believe it than it has to provide the tech itself.

Users have complained about a discrepancy between the advertised screen size and the actual screen size. They've also taken issue with Apple's assertions about how its products can resist water damage.