Because of the card, data must be in the cloud but it is most likely encrypted and keys are on your device that is why Apple can claim that they don't know anything about what you buy. This doesn't change the fact that GS and MC does know where are you shopping. The only good thing about this card are fees and cashback, everything else is either nothing new or special (not sure about Apple card, but where i am from most CCs come with travel insurance as well).