Among the major tech companies, Apple is arguably the best when it comes to protecting user's privacy.
The company is about to roll out its new iPhone operating software and, among other things, it features a new icon that will show when the company is collecting your personal information.
The logo is of two people shaking hands but it also has a secondary, less obvious, image hiding in plain sight: a smiley face.
Perhaps Apple wants you to subconsciously feel at ease when it lets you know it's using your personal details?