I've read many highly rated comments that state something on the lines of "Apple sells hardware not ads, so they don't want to collect your data". If we shorten

I've read many highly rated comments that state something on the lines of "Apple sells hardware not ads, so they don't want to collect your data". If we shorten this to "<somebody> sells <whatever>" then you already have the foundation of what requires data. Sales and marketing probably eat the biggest amount of money in any company. And they get better and cheaper with more data. That's why Google ads works so well. They can connect the right customers with the right products, because they have the data. Therefore I'd say everybody wants all data about you they can get, including Apple, because everybody sells. I would guess they'll collect your data and call it privacy because they protect it against third parties, but they themselves wouldn't protect your data from Apple. It also doesn't make much sense to really protect data. The supermarket in front of my office sells so called "Extra Cards" which advertise to not care about your data because you don't have to enter your name or something. That they still collect what you buy, when you buy, and where you buy they simply don't say and many people are fine with that. Even software developers have this card because they think their data is safe. It's hip to sell privacy, it's not hip to really offer privacy.