At Monday's event, Apple showed off a new sign-on service - an alternative to offerings from Facebook and Google - that lets consumers join apps using their Apple accounts.

One of the perks is a more private option, so consumers don't have to share their true email addresses with developers and brands when they sign up for services. Also, if consumers want to deactivate their email connection to a marketer they can, and the marketer won’t have an address on file.

Apple: New operating system update doubles down on privacy