This question about the cloud and services is especially prescient though, because it's about incentives. As a hardware and OS manufacturer, Apple was not highl

This question about the cloud and services is especially prescient though, because it's about incentives. As a hardware and OS manufacturer, Apple was not highly incentivized to collect data on its users. But as a cloud/services provider, its incentives far more closely align with Google/Facebook. There are services, such as Apple's fitness apps, where they don't seem to play by the same rules as comparable apps. It has been unclear where Apple draws the line between itself and those in its ecosystem. To provide an almost silly example: you don't see the Phone app asking for permission to access your contacts. I do place a lot of trust in Apple, but I don't expect them to stay a neutral party.