if facebook did that, we'd all be up in arms, and if that was their answer to one's privacy concerns we wouldn't buy it (see tracking opt in).

I get what your saying, but the difference is trust. We trust apple to be private. We don't trust facebook. People are ambivalent to google.

> Apple is doing it to improve its apps for YOU

I mean yeah, you could argue that Facebook are doing the same thing. After all, if engagement decreases, so does advertising revenue. Much as my opinion is unpopular, I doubt facial recognition of photos has much advertising benefit, especially when the social graph is already mapped out for you.

All I'm asking is that we apply the _same_ level of scrutiny of features from apple as we do to facebook. Don't buy the narrative about Apple being friendly, they are a corporation that will deploy the lawyers at any opportunity.

This seems subjective; other companies could claim the same. E.g.: FB says they're trying to show YOU more relevant ads.

> The data may be in Apples iCloud but is 'private'

This seems more objective to me and a better indicator of actual privacy. Still, we should keep in mind that Apple's goals may change in future and that they might change their approach.