My problem with this is that it is pure marketing play. Apple isn't doing anything really great to enhance user privacy in absolutes - all they are doing is having all your data and not letting anyone else benefit from it - right now. Which is to say Apple still does benefit from your data in direct or indirect ways.<p>They are still, by default recording all your search queries on OS X. And Apple supporters' justification for that is well, Apple isn't a company whose revenue and profits are mostly dependent on ads. But if you look at facts, Apple wants to get a big pie of everything, not just hardware. And they go out of their way to try and get it - book sales (ref: antitrust case), iAd, Maps, Streaming Music - the list goes on and on.<p>Given this, how do you claim Apple won't use your recorded search queries or music you listened to (Genius Recommendations) or location data or whatever else they record and we don't yet know about - to increase their profits? They sure as hell will - that's why they are collecting the data in first place.<p>Google is doing the same thing by showing you ads that may be of interest to you, analyzing your Google Voicemails to increase their speech recognition accuracy, making their maps data more robust by giving you the best Navigation app for free, giving you useful reminders by looking at your email - they are doing it now and in return they are providing you with great products you can optionally use.<p>To claim that Google is doing something evil while Apple is not purely because they make money on hardware is naive and too simplistic. (Case in point - Microsoft made most of their money selling you boxed software - now a days they want you to use their services and will provide you with a free upgrade to Windows and free online Office suite down the line. They did not care about your data before, but now they do!)<p>Fact is you can either place reasonable trust on Google or Apple and continue to be part of the modern world or just drop all your devices, bank accounts, cards, get a car from 1970s and move off the grid. As much as it sounds harsh there isn't really such a thing as 100% privacy. Your data will always be vulnerable to becoming public in various degrees and to various effects.