Even non-sophisticated users get that Apple sells devices and therefore doesn't need all of their data vs. Google who sells ads based on mining their data. The

Even non-sophisticated users get that Apple sells devices and therefore doesn't need all of their data vs. Google who sells ads based on mining their data. The recent case where Apple basically told the FBI to pound sand when they requested Apple create a custom version of iOS to allow them to brute-force the passcode of the shooter in the San Bernardino attack showed everyone that Apple is willing to defy the Justice Department even in mass shooting. You can't buy publicity like that.