Apple tells China it doesn't monitor iPhone users' locations

Apple tells China it doesn't monitor iPhone users' locations
Apple has responded to a state-run Chinese media outlet's claim that the iPhone's Frequent Locations feature is a potential national security threat, saying that data gathered by the feature is stored only on an individual's device and is not scooped up by Apple and that the company has "never worked with any government agency...to create a backdoor" into its products.The statement follows a national broadcast Friday on China Central Television that said data collected by the Frequent Locations feature could reveal the entire country's economic status and "even state secrets." It's clearly an effort to reassure the government and people of China, a country that Apple CEO Tim Cook has consistently said is his company's second most important market, behind the US.On its support website, Apple describes the Frequent Locations feature like so: "Your iPhone will keep track of places you have recently been, as well as how often and when you visited them, in order to learn places that are significant to you. This data is kept solely on your device and won't be sent to Apple without your consent. It will be used to provide you with personalized services, such as predictive traffic routing."In its statement today, the company stresses that users can switch the feature on and off at will and reiterates that the data is kept on an individual's device and not collected by Apple."Our customers want and expect their mobile devices to be able to quickly and reliably determine their current locations for specific activities such as shopping, travel, finding the nearest restaurant or calculating the amount of time it takes them to get to work," the statement says. "We do this at the device level. Apple does not track users' locations -- Apple has never done so and has no plans to ever do so."And the statement adds later that "Frequent Locations are only stored on a customer's iOS device, they are not backed up on iTunes or iCloud, and are encrypted. Apple does not obtain or know a user's Frequent Locations and this feature can always be turned 'Off' via our privacy settings."Finally, the statement says "Apple has never worked with any government agency from any country to create a backdoor in any of our products or services. We have also never allowed access to our servers. And we never will. It's something we feel very strongly about."Over the last several years, China and the United States have been fighting a not-so-secret cyberwar. Location-aware features have long been a concern for privacy advocates, but China has claimed such features are evidence that American companies are cooperating with the US government programs to monitor China.It's possible, though not confirmed, that this CCTV report was retaliation for American officials on Thursday saying Chinese hackers broke into US computer networks that house the personal information of federal employees. China often responds to US accusations of cyberspying by taking aim at American tech companies. Apple, Cisco, Google, IBM, and Microsoft are just a few of the tech companies to get caught in the crossfire.Here's today's statement from Apple in full: Your Location PrivacyApple is deeply committed to protecting the privacy of all our customers. Privacy is built into our products and services from the earliest stages of design. We work tirelessly to deliver the most secure hardware and software in the world. Unlike many companies, our business does not depend on collecting large amounts of personal data about our customers. We are strongly committed to giving our customers clear and transparent notice, choice and control over their information, and we believe our products do this in a simple and elegant way.We appreciate CCTV's effort to help educate customers on a topic we think is very important. We want to make sure all of our customers in China are clear about what we do and we don't do when it comes to privacy and your personal data.Our customers want and expect their mobile devices to be able to quickly and reliably determine their current locations for specific activities such as shopping, travel, finding the nearest restaurant or calculating the amount of time it takes them to get to work. We do this at the device level. Apple does not track users' locations - Apple has never done so and has no plans to ever do so.Calculating a phone's location using just GPS satellite data can take several minutes. iPhone can reduce this time to just a few seconds by using pre-stored WLAN hotspot and cell tower location data in combination with information about which hotspots and cell towers are currently being received by the iPhone. In order to accomplish this goal, Apple maintains a secure crowd-sourced database containing known locations of cell towers and WLAN hotspots that Apple collects from millions of Apple devices. It's important to point out that during this collection process, an Apple device does not transmit any data that is uniquely associated with the device or the customer.Apple gives customers control over collection and use of location data on all our devices. Customers have to make the choice to enable Location Services, it is not a default setting. Apple does not allow any app to receive device location information without first receiving the user's explicit consent through a simple pop-up alert. This alert is mandatory and cannot be overridden. Customers may change their mind and opt-out of Location Services for individual apps or services at any time by using simple "On/Off" switches. When a user turns "Off" location data for an app or service, it stops collecting the data. Parents can also use Restrictions to prevent access by their children to Location Services.When it comes to using iPhone for traffic conditions, iOS can capture Frequent Locations to provide commute information in the Today view of Notification Center and to show you automatic routing for iOS in CarPlay. Frequent Locations are only stored on a customer's iOS device, they are not backed up on iTunes or iCloud, and are encrypted. Apple does not obtain or know a user's Frequent Locations and this feature can always be turned "Off" via our privacy settings.Apple does not have access to Frequent Locations or the location cache on any user's iPhone at any time. We encrypt the cache by the user's passcode and it is protected from access by any app. In the interest of even greater transparency for our customers, if a user enters their passcode successfully, they are able to see the data collected on their device. Once the device is locked no one is able to view that information without entering the passcode.As we have stated before, Apple has never worked with any government agency from any country to create a backdoor in any of our products or services. We have also never allowed access to our servers. And we never will. It's something we feel very strongly about.Some features may not be available for all countries or all areas.


Microsoft puts its 'signature' on PCs

Microsoft puts its 'signature' on PCs
Although Microsoft isn't making its own PCs, the software maker is taking an active role in customizing just what goes on the computers it sells through its online and retail stores.In its new role as PC retailer, Microsoft is loading computers with what it's calling its Microsoft Signature experience--a collection of Microsoft products, including the complete Windows Live suite, Security Essentials antivirus product, Zune jukebox, and Bing 3D Maps software, as well as Adobe's Flash and Acrobat Reader products. Internet Explorer 8 is the browser, with Bing as its default search provider.Graphic by Ina Fried/CNET NewsThe computers are being sold at Microsoft's two retail stores--the Scottsdale, Ariz., store that opened last week and the Mission Viejo, Calif., outlet that is opening later on Thursday. The software giant is also selling PCs throughout the U.S. via its online Microsoft Store.The goal of the Signature effort is to give customers what Microsoft feels is the best software experience they can have on a PC. "Signature gives them a PC that is ready to run," Microsoft retail unit chief technology strategist Kevin Eagan said in an interview. "We think we're really unlocking the potential of Windows 7."Microsoft isn't completely deciding what goes on the system. Computer makers can also add software that takes advantage of particular hardware features, but it's not allowing any trialware or "crapware." "Much like other retailers would define (what goes on their PCs), we do the same working closely with our (computer maker) partners," Eagan said.As part of the in-store experience, Microsoft staffers will also help customers install other software they might want--even competitor's products, such as Apple's iTunes. They can also change their browser or default search provider before they leave the store, Eagan said."We want to give customers what they are asking for, so they leave store 100 percent satisfied," Eagan said.Eagan said Microsoft is just taking advantage of the customization options that other retailers also have available to them and said the company doesn't anticipate any regulatory concerns."We're absolutely confident that what we've done is added another choice for customers," he said. "We think expanded choice is good for customers."Those who already have a PC, but live near one of Microsoft's stores, can bring in their PC and have the Microsoft Security Essentials software added at no charge.


Apple's streaming music service could debut in 2013 -- analyst

Apple's streaming music service could debut in 2013 -- analyst
Apple could soon take on Pandora and Spotify directly, market-research firm BTIG Research writes in a new report.The firm today predicts that Apple will launch a streaming-music service at some point in 2013. The research outfit, which says that it came to the conclusion after holding interviews with industry executives, said Apple's iTunes 11 launch yesterday is only further proof the service is coming.BTIG pointed to the addition of a "Radio" option in the horizontal bar in iTunes 11, saying that while the current offering of stations "is unappealing to most consumers today, we believe the radio service can easily be updated...."BTIG has been saying for months that a music-streaming service it calls "iRadio" is in the works. In a blog post last month, the research firm said that it's possible Apple's offering will trump that of Pandora's.We expect Apple's iRadio to be vastly superior to Pandora because Apple is unwilling to settle for compulsory music licenses. Instead, expect iRadio to seek direct deals with labels at premium rates enabling iRadio to offer a superior feature set including a global solution (sites like Pandora are limited to the US), increased skips (compulsory licenses limit skips to six/hour) and maybe most importantly, extended caching so that wireless dead-zones are no longer a problem whether driving, flying or underground.It's been about three years since Apple acquired Lala, a streaming-music site. Soon after, the company closed that operation, leading many to wonder if Apple would ever get into the streaming business. Last year, speculation started up again after Apple filed for a patent on streaming music. Once again, the company remained tight-lipped on the topic and the rumors died down.Related storiesDialed in 110: Lessons for Android (podcast)The 404 Podcast 498: Where Jeff battles the TriadBuzz Out Loud Podcast 1145: China to Google: Suck itNutsie brings iTunes to Android via the cloudThe Real Deal 193: Road Test - CES edition (podcast)Despite that, Apple has reportedly continued working on a streaming service. In September, it was reportedly planning to unveil the streaming service at the company's iPhone 5 launch event. But according to a report at that time, Apple's negotiations with Sony/ATV hit a snag, forcing the iPhone maker to push back its debut.BTIG doesn't know exactly when Apple might finally launch its music service, but the research firm says that it's likely that the service will be available in the first half of next year.CNET has contacted Apple for comment on "iRadio." We will update this story when we have more information.


The 404 1,036- Where they should make a movie out of that (podcast)

The 404 1,036: Where they should make a movie out of that (podcast)
Nike is introducing a new RSVP system on Twitter to handle the release of its limited edition sneakers, and we think Microsoft and Sony should adopt a similar model for their new consoles so fools like Jeff won't have to camp out in the cold.Here's how it works: Nike will send out a Tweet at random on release day that includes a specific hashtag that prospective buyers will then have to copy into a Direct Message back to the company, along with the last four digits of any government-issued ID and shoe size. Stores will then contact buyers on a first come, first serve basis and arrange for local pick up, and confirmed recipients must present their ID to redeem the sneakers. Make sense? Death to lines!It's just me and Jeff on today's show, but Richard will chime in as well when we discuss some of our favorite TV shows on the air right now in a segment about Netflix releasing a new season of "Arrested Development." We read today that the streaming site will also make all ten episodes in the new season available at the same time, so we might all collectively skip a week of 404 episodes when they drop next year.Lastly, Richard and I let Jeff go off for a couple minutes on people that complain about a lack of privacy in their cars--these are the same people that willingly giving up far more personal information online to sites like Google and Facebook, so what difference is one black box going to make? Check out today's show and let us know what you think!Bathroom break video: Domino's Pizza safe soundThis content is rated TV-MA, and is for viewers 18 years or older. Are you of age?YesNoSorry, you are not old enough to view this content.PlayEpisode 1,036Listen nowYour browser does not support the audio element. Subscribe in iTunes (audio) | Subscribe in iTunes (video) | Subscribe in RSS Audio | Subscribe in RSS Video  Follow us on Twitter!The 404Jeff BakalarJustin YuAdd us on Facebook!The 404 Fan PageThe 404 GroupJustin YuJeff Bakalar


iTunes Store opens in Russia, 55 other countries in hefty expansion

iTunes Store opens in Russia, 55 other countries in hefty expansion
Just days after releasing a new version of iTunes, Apple has announced an expansion of its iTunes Store into Russia and dozens of other countries, nearly doubling the number of countries in which it has a presence.In addition to Russia, the popular music platform has landed in Turkey, India, South Africa, and 52 other countries, Apple announced today. The addition of the 56 countries brings the total number of countries with iTunes Store access to 119.With the launch, Apple touted the selection of local and international music tailored to its new audiences."The iTunes Store features local artists including Elka in Russia, Sezen Aksu in Turkey, AR Rahman in India, and Zahara in South Africa, international artists including The Beatles, Taylor Swift and Coldplay, and world-renowned classical musicians including Lang Lang, Yo Yo Ma and Yuja Wang," the company said in a statement.Related storiesDialed in 110: Lessons for Android (podcast)The 404 Podcast 498: Where Jeff battles the TriadBuzz Out Loud Podcast 1145: China to Google: Suck itRussia, in particular, will prove one of Apple's greatest challenges in the music sector. While the home of Shostakovich, Tchaikovsky, and Pussy Riot has several legitimate download services, is also home to rampant piracy. The Intellectual Property Alliance, an organization dedicated to eliminating piracy, has placed Russia on its "priority watch list" as a major pirate.Despite the challenges posed by piracy, Russia could be a revenue goldmine for Apple -- if it can persuade Russians to purchase rather than pirate.After a monthlong delay, Apple last week released iTunes 11. The latest version of its popular music software features a visual redesign that takes a cue or two from Apple's iOS software, with a focus on large album covers that can expand to show you songs -- both in your library, and other tracks from Apple's iTunes Music Store.This content is rated TV-MA, and is for viewers 18 years or older. Are you of age?YesNoSorry, you are not old enough to view this content.Play


Apple's Chinese iPad opponent faces possible liquidation

Apple's Chinese iPad opponent faces possible liquidation
The Chinese company creating legal headaches for Apple over the iPad name could be close to shutting down.Computer-monitor maker Proview has been battling Apple over the rights to the iPad trademark at the same time it's been struggling to stay afloat. (A cynic might suggest those two events aren't exactly coincidental.) Now one of Proview's major creditors is trying to sink the company permanently.Taiwan-based Fubon Insurance is looking to grab $8.68 million in outstanding debt and has filed an application to declare Proview bankrupt and its assets liquidated. And a decision on the matter may not take long.An official at the Intermediate Court in Shenzhen, home to Proview's main Chinese subsidiary, said he expected an announcement on the case soon, the AP reported, citing information from the Xinhua News Agency.Related storiesApple throws a hail mary in China iPad caseApple arch-nemesis Proview: We want to 'make a comeback'Apple sidesteps iPad ban in Shanghai, but Proview is far from doneApple iPad 2 (review)Even if Proview goes under, though, Apple may still have a legal thorn in its paw. Proview attorney Ma Dongxiao said the company doesn't believe its financial problems will affect the legal case.Apple is currently arguing its position before the Higher People's Court of Guangzhou, maintaining that it legally bought the rights to the iPad name several years ago.Proview has been busy suing Apple in both China and the U.S., insisting that the deal didn't include the right to use the iPad trademark in mainland China. Proview said it's even reached out to Apple to try to work out a settlement. But the tablet maker has reportedly been unwilling to negotiate, affirming that it owns the iPad name.The stakes are high. If Apple loses the case, it would no longer be able to call its popular tablet the iPad in China. If Proview loses, then the reported $1.6 billion in damages it's seeking from Apple would be gone, virtually assuring that the ailing company would have to shut its doors.


Apple's Christmas gift -- app downloads jump 87 percent

Apple's Christmas gift -- app downloads jump 87 percent
Apple certainly enjoyed a jolly Christmas, at least to judge from its App Store downloads.Data out yesterday from mobile analytics firm Distimo revealed an 87 percent jump in iPhone and iPad app downloads on Christmas Day as compared with the average for the month. Sales from all those downloads rose by 70 percent on December 25. The iPad seemed to be an especially popular gift this season, according to Distimo. App downloads for Apple's tablet lineup grew by 140 percent on Christmas compared to the monthly average, while revenue for iPad apps shot up by 83 percent.Related stories'Twas a holly jolly Christmas for smartphones, tablets, and appsRetail sites see 27 percent traffic jump on Christmas DayAmazon again tops in e-tail customer satisfaction; Apple slipsAmong the ten most downloaded iOS apps on Christmas Day, YouTube took first place, followed by Google Maps, ElfYourself by OfficeMax, Where's My Holiday? from Disney, and Skype for the iPad.Rounding out the bottom half were Subway Surfers, Flow Free, Furby, Instagram, and Emoji & Unicode Icons.Christmas rang in good cheer for smartphones, tablets, and apps in general.A new report from fellow mobile analytics firm Flurry found that device activations surged to 17.4 million on Christmas Day from 4 million on average for the month, a gain of 332 percent. Overall app downloads doubled on Christmas compared with the December average, as device owners download 20 million apps per hour.


Apple's cash hoard could reach $170 billion by year's end

Apple's cash hoard could reach $170 billion by year's end
Apple could end up with $170 billion in cash by the end of 2012 unless it learns to share more with investors.With around $137 billion in cash as of the end of 2012, Apple is the biggest cash-rich company outside of the banking industry, according to Moody's. As such, it's faced increasing pressure to return more of that money to its investors.Greenlight Capital's David Einhorn, a major Apple investor, recently filed a lawsuit against Apple over guidelines regarding the issuance of preferred stock. Though Einhorn dropped the suit early this month, Apple still is being called upon to share more cash beyond just its current dividend.Related storiesApple may up dividend by more than 50 percent, say analystsApple ready to issue cash dividend to stockholders?Apple readying new plan for cash pile, investor saysApple taps $100B cash pile to pay dividend, buy back stockWhy technology companies loathe dividends"Unless Apple changes its philosophy towards liquidity/shareholder returns by increasing its $10 billion annual common dividend, or if Apple increases its stock buyback program, we estimate Apple's cash balances could increase by another $35 billion in 2013 and exceed $170 billion," Moody's researchers said yesterday, according to MarketWatch.Apple said it's been discussing ways to return more money to stockholders, but so far the company has had nothing concrete to offer.A group of analysts polled by Bloomberg said they believe Apple may up its dividend by as much 56 percent. That bump would offer investors a quarterly dividend of $4.14 per share, a higher yield that that offered by most of the dividend-paying corporations on the S&P 500.


Apple's Black Friday- $101 off Macs, up to $61 off iPad 2-

Apple's Black Friday: $101 off Macs, up to $61 off iPad 2?
Apple's Black Friday plans have apparently been leaked, and if they prove true, there might not be much to write home about.According to 9to5Mac, it has received a"pamphlet" from a "trusted tipster" showing all of Apple's Black Friday sales. That pamphlet shows Apple cutting the price of its MacBook Air, MacBook Pro, and iMac lines by $101. In addition, the company apparently will be cutting the price of the iPod Touch by $21 to $41, depending on the model customers choose. The iPod Nano would get an $11 price cut and the iPad 2 will be $41 to $61 less that day.Apple will also be offering discounts on accessories, the pamphlet claims. Related LinksApple teases Black Friday deals, but what about the iPhone?Apple's 2009 Black Friday deals: All MacBook Pro models $101 offBlack Friday deal-hunting apps for AndroidApple announced yesterday that it would be holding a special "one-day Apple shopping event" on its Web site Friday. Although the company didn't announce the discounts it was apparently planning to offer, the company cited the iPad, iPod, and Macs, seeming to indicate that those products would receive price cuts on Friday. As CNET pointed out in its report on that event yesterday, Apple made no mention of the iPhone.And as it turns out, the iPhone is conspicuously missing from the pamphlet that 9to5Mac obtained.Although Apple has not responded to CNET's request for confirmation of 9to5Mac's report, the sales included in the pamphlet seem to follow the kind of stingy deals the iPhone maker has offered in the past. In 2009, for example, Apple took $101 off its MacBook Pro models and $31 off its iPod Touch.Even so, until Apple unveils its deals on Friday, don't take 9to5Mac's report to heart--Apple has a tendency to do exactly what you wouldn't expect.


Apple's big Mac Pro revamp to debut this month, report says

Apple's big Mac Pro revamp to debut this month, report says
Mac Pro users who have played the waiting game with Apple to completely revamp its desktop machine might get the goods soon, according to a new report.Citing an accurate source, Mac Daily News says Apple plans to announce a new model of the machine sometime this month.An Apple spokesman told CNET the company does not comment on rumors or speculation.Mac Daily News warns that the April date could "slip" all the way through June, which is when Apple is expected to once again hold its annual developers conference in San Francisco. A source familiar with Apple's plans says an April event for a new machine is absolutely not happening.Apple last updated the Mac Pro this past June, though it was just a bump in the processors and the amount of built-in RAM. The update excluded several other items including USB 3.0, speedier Serial ATA, or Thunderbolt -- the high-speed connection Apple began shipping on all its other computers in early 2011.One peeved customer subsequently sent a nastygram to Apple CEO Tim Cook, who then promised a "really great" update sometime this year. A memo sent by one of Apple's authorized resellers in early February then suggested the company was at work on a spring release.Related storiesApple to stop Mac Pro sales in much of Europe on March 1Why Apple's secrecy is frustrating Mac Pro customersApple CEO says Mac Pro update to come 'next year'At a starting price of $2,499, the Mac Pro is one of Apple's most expensive products. It's also been passed by in terms of hardware updates and new technologies, with Apple instead focusing on its portable devices. Even so, the hardware continues to be used by many in creative industries like TV and film.Apple was forced to stop selling the machine in Europe at the beginning of last month, after a law went into effect requiring more stringent electrical regulations. Apple opted to simply stop selling the devices instead of making adjustments to the design.(via MacRumors)


Why 'Guardians of the Galaxy' Has the Perfect Movie Soundtrack

There are many things Guardians of the Galaxy has.-- It has a great story about believing in who you are and what you can accomplish.-- It has a bunch of cool aliens you;ve never seen before.-- It has a fantastic lead hero whose charisma radiates above and beyond his intergalactic ass-kicking skills.-- It has a Rocket Racoon and a Groot -- two of the most unique, exciting and memorable characters we;ve seen in years. I;m talking instant-classic kinda characters. How many of you already own their toys and haven;t even seen the movie yet? See. Exactly.-- It has a director (James Gunn) whose passion for the material and love for his main characters is not only shown, but felt. A lot.-- It has this scene.-- It has a lot of nerdy comic references. And cameos.-- It has Michael Rooker, whose character Yondu is such a refreshing addition to the Marvel movieverse because he;s shifty and shady and you never know whose side he;s on, but at the same time he;s such a fun character to watch and root for.-- It has strong female characters whose personal relationship with each other drives much of the film forward.-- And it has everything you want in a movie: thrills, chills, humor, heartbreak, romance, betrayal and really cool action sequences.But most of all-- like if you want to know what really kicks it up a notch from one of the best Marvel movies to quite arguably the best Marvel movie-- it;s the soundtrack. The perfect movie soundtrack.As Guardians of the Galaxy opens, our hero Peter Quill (Chris Pratt) sits quietly in a hospital hallway, lost in a mix tape his mother made for him long before she was stuck in a bed, clutching to the last moments of her life. He;s just a kid at the time, and the song he;s listening to is I;m Not in Love by 10cc. Quill isn;t at his mother;s bedside, and he;s not sure if he even wants to be there. He;s mad at his mom, you can tell. Maybe not mad, but hurt. He;s hurt that she;s all he has, and he;s hurt that this is the way it;s ending up. And while she;s kinda the last person he wants to see right now, all he wants to do is listen to the music she gave him. It;s his everything.And, in this particular moment, it;s about this song.And it;s about these lyrics.I;m not in loveSo don;t forget itIt;s just a silly phase I;m going throughAnd just because I call you upDon;t get me wrong, don;t think you;ve got it madeI;m not in loveI like to see youBut then againThat doesn;t mean you mean that much to meSo if I call youDon;t make a fussDon;t tell your friends about the two of usI;m not in love, no no, it;s because..It;s a song you probably know or heard at some point. One of those that make you go, Ahhh, yeah, that song. I forgot I liked that song. But in this moment its lyrics play directly to the conflicted feelings trapped inside this little boy. He doesn;t want to admit that his mom is the most important thing in the world to him right now, so he plays disinterested and unaware, mindlessly fiddling with his Walkman.The end of this sequence is the most important part of the movie and what drives our hero forward (I won;t spoil it) , and from it we cut to an adult Quill who;s still listening to his mix tape (now it;s Come and Get Your Love by Redbone), only this time he;s doing it while dancing through some alien cavern in search of... something. Maybe it;s a part of him he still hasn;t found. Maybe it;s one of the most powerful forces in all the galaxy. Maybe it;s both.Unlike before, now he;s funny, jokey and overly confident, and we;ll learn that this part of his personality sort of masks the past issues he;s refused to confront. If we don;t already know that yet, these lyrics tell us:Hey (hey) What;s the matter with your feel right?Don;t you feel right, baby?Hey, oh, yeah, get it from the main vine, alrightI said-a find it, find it, darling, love itIf you like it, yeah-ehHey (hey) It;s your business if you want someTake some, get it together, babyThe lyrics of this song all sort of conflict with one other. At times its confident and fun, but it also knows things aren;t right. What;s the matter with your mind? it asks. Don;t you feel right, baby? Quill isn;t right and he has a lot to learn, but that;s what makes his hero journey so compelling to watch, not to mention he;s a guy you desperately want to root for.And it;s not just these two songs that play directly to the movie;s plot as well as inject themselves through its characters; personalities. The whole soundtrack is like this. It;s full of songs you;ve heard--songs you know; songs you;ve danced to at weddings and Bar Mitzvahs. These are the kind of songs that get stuck in your head and stuck in your life, drilling themselves into the part of you that compulsively listens to a movie;s soundtrack long after it ends.It;s the perfect movie soundtrack. It takes concepts and characters that might be risky or unfamiliar during a time without many straight-up space-adventure movies and immediately endears you to them. It personalizes the fantasy. Humanizes it.It;s pretty awesome, too.