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If you scroll down another line you'll see another section titled: End-to-end encrypted data

When the very first line of that table tells people that iCloud Backups are encrypted on the server... to then have the last few lines add effectively "Oh, but not end to end!" is just taking the piss.

You're absolutely right. They could have definitely misled anyone that didn't read the entire support article, including the first paragraph under Data Security:

>iCloud secures your information by encrypting it when it's in transit, storing it in iCloud in an encrypted format, and using secure tokens for authentication. For certain sensitive information, Apple uses end-to-end encryption. This means that only you can access your information, and only on devices where you’re signed into iCloud. No one else, not even Apple, can access end-to-end encrypted information.

Technically telling the truth below the fold or in the fine print, while misleading consumers who only give the literature a glance. This is very typical behavior from a corporation, it shouldn't surprise us. Except that Apple's marketing team has managed to dupe a huge number of consumers into believing Apple 'thinks different.'

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