Google Tuesday punched up its privacy commitment in Made By Google products, making it easier for Chrome users to block or clear cookies and baking privacy into its products.

Promising to be transparent about data collection, to not to sell personal information and to give users more control over reviewing, moving and deleting data, Google laid out privacy specifics in a blog post and demonstrated at the Google I/O conference how features in its home connected devices and services safeguard user data and privacy.

Calling privacy “one of the most important topics of our time” and appearing to take a jab at Apple whose CEO Tim Cook had criticized Google and others for “gobbling up everything they can learn about you and trying to monetize it,” Google CEO Sundar Pichai also wrote in a New York Times opinion piece that it “cannot be a luxury good offered only to people who can afford to buy premium products and services. Privacy must be equally available to everyone in the world.”

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