Apple's business model relies first and foremost on selling hardware, not knowing as much as possible about you. Recently they realized they can turn this into

Apple's business model relies first and foremost on selling hardware, not knowing as much as possible about you. Recently they realized they can turn this into a selling point, so they try to do more locally and NOT store your data server-side. Technically this is a lot more challenging but I appreciate the privacy aspect. Here's a paper they put out about how they handle learning from their users in aggregate without knowing anything about specific users—they call it differential privacy: https://machinelearning.apple.com/2017/12/06/learning-with-privacy-at-scale.html https://machinelearning.apple.com/2017/12/06/learning-with-p...