Apple's incredible success thus far selling higher-end computing devices hasn't required them to engage in "big data" tactics. The fact that there's now popula

Apple's incredible success thus far selling higher-end computing devices hasn't required them to engage in "big data" tactics. The fact that there's now popular pushback against the data-gatherers is certainly to their favor, and they'd be foolish not to trade on the fact that "Hey, you know what? We collect very little, and have no interest in monetizing you as a user, because that's never been our business model." I think Apple does benefit from some solidly ethical leadership here, but it's also probably wise -- I can see lots more data-protection laws coming down the pike in the years ahead, and they'll endanger the big-data approach. If I were Apple, I'd probably stay away from it for those reasons alone.