【Roman Huber】

The Roman Huberbattle to dethrone Facebook just got kicked up a serious notch.

At Monday's WWDC conference in San Jose, California, Apple senior vice president Craig Federighi brought the heat against the social media giant. Standing in front of the gathered developers and members of the press, he announced a new feature aimed to ensure you never have to use your Facebook account to log into an Apple app ever again.

Called "Sign in with Apple," Federighi described the service as a "fast easy way to sign in without all the tracking." And, frankly, it looks great.

"Just tap it," he explained, "and you're authenticated with Face ID on your device, logged in with a new account without revealing any personal information."

In other words, say goodbye to social logins. Services like Facebook will no longer need to know your every app-related move. With the Mark Zuckerberg-helmed behemoth being such a shady company, this is a very good thing.

So how, exactly, will this new sign in process work? Federighi gave us some additional insight.

"You can choose to share your actual email address, or you can choose to hide it," he noted.

Interestingly, when you do choose to hide your true email address from the app developer in question, the sign in process creates a unique random email address that will automatically forward messages to your real email. What's more, each app gets a distinct random email address.

"A lot of love for random addresses here," Federighi observed as the developers hooted and hollered.

Indeed, it's almost like user privacy is a winning issue.