Apple VP explains how to protect users' information

Speaking at a panel discussion at China's World Internet Conference in Wuzhen on Thursday, Bruce Sewell, Apple's general counsel and senior vice president, explained how to protect users from risks.

His remarks came several months after nude photos of over 100 celebrities including Jennifer Lawrence were exposed after Apple's iCloud was hacked.

Sewell said, "We have tried to do two very simple things that help consumers. First, we have tried to be very transparent about what the risks are and how one can protect against risks." For example, he said, Apple advises users not to download software or applications from non-trusted sources.

"We have spent a lot of time trying to educate users about the risks they will encounter on the Internet, so the first thing we try to do is to be clear, to explain and educate about the risks," Sewell explained.

"The second thing we have tried to do is to create controls for users, and enable users to set parameters around what kind of data may be exposed, and what kind of data may be taken with their permission," he continued. "So the combination of training, education, and user control -- we believe this is the most powerful [way] to deal with online terrorism and online theft."

He added that there is no perfect solution, so the best thing to do is to continue to improve products, educate users and give users more controls.

‘Trust is built by meeting expectations'

Sewell also shared his ideas about the concept of trust with audience members at the panel discussion.

"I don't think ‘trust' in that sense that a child trusts his parent. I think if you do business with a thief, and someone steals from you, that doesn't destroy your trust. If you go to a website, and you know it is going to sell your information to the third parties and it does, that doesn't destroy your trust," the Apple vice president explained.

"The important thing is that we must recognize that trust is built by meeting expectations," he said.

Response to Xiaomi's bold claims

"It is easy to say, it is more difficult to do," Sewell told Lei Jun, dubbed the "Chinese Steve Jobs," when asked about Lei's bold claims that Xiaomi would become the world's largest smartphone manufacturer within five to ten years.

There is fierce competition between Apple and Xiaomi, a company founded by Lei in 2010. Xiaomi became the world's third-largest smartphone manufacturer in the third quarter of this year, threatening Samsung and Apple's domination.