Apple has a more aggressive stance than most companies but even they are pathetically far from being privacy first. I'm a big fan of the proposals to treat all used data as radioactive waste that if mishandled, even accidentally, can destroy entire companies. It is absurd that we're even having these conversations. We're one dictator away from another genocide on the soil of a world leader. China notwithstanding. These vast databases can be misused to quickly indentured entire minority populations in countries. We've gotten a taste of this under trump with the "illegals". If we're unfortunate to find ourselves under an actual dictator trump will pale in comparison. By excising all customer data from companies we prevent countless attacks, and make many other attacks far harder.