Having been a programmer through the 90's, and watched Microsoft (and Oracle, et. al.) through their most malfeasant years, I'm very cautious about giving companies the benefit of the doubt. However, the fact that Apple is leaving hundreds of billions of dollars on the table by NOT monetizing their aggregated user data does seem to indicate that their will is strong here, and that "they" mean what "they" say about privacy. The kind of money they AREN'T making from this move would try any mortal's soul.