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The iCloud feature assigns what is known as a hash key to each of the user’s images and compares the keys with ones assigned to images within a database of explicit material.

“If you have an oil asset and you don’t plan to sell, press the hash key.”

The Russian word for hash key, reshetka, also means “bars”, as in jail—where those who cross Rosneft’s head, Igor Sechin, tend to land.

He might be playing catch-up though, as new UK Macs come with a hash key painted above the three key on the keyboard.