Apple also works on technology that is meant to help users give up less of their privacy. They talked about this at WWDC 2016 under the headline 'Differential Privacy'. They're trying to use statistics to make it harder to attribute data points to individuals while still providing a workable data set on the collective of users.

Here's an article about that: https://www.wired.com/2016/06/apples-differential-privacy-co...