> Note the weasel phrase "Advertising platform". Remember, Apple keeps all of our private data, messages and even locations stored on their servers. Well, at least from most of us that use iCloud.

Isn't all this private data encrypted with the user keys?

That's the impression I have gotten at least and I hope I'm not wrong.

The world doesn't revolve around Facebook.

Almost every single app on the store doesn't have a comprehensive Privacy section. And so enforcing this on behalf of users is a very positive and important step.

And yes in order to offer backups, have a cloud-based Messages service and offer features like Find My they will need to collect data.

But all of that can be switched off and Location Services for example is opt-in by default.