> but then they decided to market themselves as "privacy-focused", so they can't really do that, right? Or are they actually doing it?
Here's the genius behind Apple's marketing: when they say "privacy" they (mostly) don't mean from them! They are mainly talking about third parties. Apple collects a ton of first-party data, and nobody seems to be concerned about that. I also the pond Apple swims in (big tech) is so disgusting and polluted that even their minor effort at cleanliness seems pretty good.
Apple has a lot of technical solutions that mean data is collected, but is never associated with a particular user.
As an example, location data is shared with Apple, but itβs associated with a random unique identifier rather than your account. When your trip ends, your device switches to a new identifier. Traffic information is only shared if a certain threshold of users travel on a route [1].
Other examples include the entirely on-device photo scanning, the same rotating identifier system for transcripts of Siri interactions, etc. and, of course, being the only major cloud provider to offer E2EE on everything.
Not perfect, but a huge difference from their competitors.
I do appreciate their sharing that, but I hate that it requires entirely just trusting them. They've so locked the user out of the device that it's difficult or impossible to verify anything for yourself, and even if you did, they could trivially push a change at any time because they have ultimate control over the device.
On the flip side, I tend to think a company so large would have at least one whistleblower or something on the inside, and/or would be so concerned about legal fallout that they wouldn't risk it.
On the flip side of the flip side, Apple is notoriously secretive (even among insiders) and very tight-fisted around employees sharing/leaking information. They also have some of the best lawyers in the world and a near infinite ability to fund any legal action, so may feel (and in fact, be) untouchable. And should Apple go evil, there aren't really great alternatives anyway for the average person, and they're generally so invested in the walled garden that walking away would entail a major disruption to their life.
I agree though, while not perfect, they are certainly much better than their competitors (not counting small players, e.g. GrapheneOS), and I'm grateful that at least they keep privacy at the forefront of conversation. If they abandoned it, there'd be nobody to pick up the mantle.
Here's the genius behind Apple's marketing: when they say "privacy" they (mostly) don't mean from them! They are mainly talking about third parties. Apple collects a ton of first-party data, and nobody seems to be concerned about that. I also the pond Apple swims in (big tech) is so disgusting and polluted that even their minor effort at cleanliness seems pretty good.