That and the fact that it isn't being sold to other companies (from what I know of their privacy policy) and can be disabled if you wish.

I don't blindly trust any company, but from what I can tell Apple makes their money from services and hardware. Someone else in this thread has indicated that advertisers are frustrated because they cannot access Apple user data. They recently implemented E2E for all iCloud data. It looks a better offering than trusting every aspect of my online life with a company who makes their $$$ from adverts and data mining.

While I'd love to use a PinePhone running OpenBSD for my mobile needs, having the ability to message my friends is nice. As are online services that Just Work, and if they make their money from me paying and not from selling my data, then we can be content.

:)

what a hill to die on