A bug on the ever-popular video-chat mechanism allows people to listen in on other people's daily lives and even watch them doing things they likely wouldn't want anyone to watch. Especially someone with whom they might occasionally FaceTime.
Naturally, Apple has already declared it is issuing a fix.
Fixing the bug will, no doubt, be simple. Fixing the dent in its brand image might be a touch harder.
Privacy has, of late, become Apple's significant point of difference. Cupertino has pointed fingers at the likes of Facebook and Google for their cavalier ways toward people's personal data and lives.
Yet here's Apple being caught allowing people to snoop quite effortlessly into the lives of others.
Worse, Monday was Data Privacy Day. (I missed it, too.) This incited Apple CEO Tim Cook to offer on Twitter: "On this #DataPrivacyDay let us all insist on action and reform for vital privacy protections. The dangers are real and the consequences are too important."
There's an enormous tension between Apple's deeply professed wish for personal privacy and the direction tech companies are driving change.
For example, the so-called Internet of Things -- really an enmeshing of snoopy technology into every single human action -- naturally augments the danger of public exposure.
For all Apple's good intentions -- and I suspect it has at least some -- it finds itself in a very difficult technological situation. It's desperately trying to maintain privacy in an atmosphere in which both tech companies and their customers seem to disregard it.
Yes, people are shocked, so shocked, every time there's a privacy breach. How often, though, do they do anything about it? Instead, how often do they post revealing information to their Facebook or Instagram accounts? People really do post their boarding passes and then are shocked, so shocked that someone might take advantage of this informational gift.
It's true that most tech companies, despite their protestations to the contrary, make sure it's hard for customers to secure an exalted level of privacy. It's bad for business after all.
For Apple, though, this quite-horrific bug reduces its ability to claim it's any different from the rest. It can't scoff at its rivals when it can't even create the most basic safeguards.