To paint another viewpoint, Apple initially went all gung ho about privacy and wanted to make not collecting data a big play (and fairly so, full respect to them).
The recent WWDC obviously shows a big shift towards AI and ML applications within the company. Some things are possible on the device, but many neural nets just cannot be served from an iPhone reasonably. Hence, the move towards more data collection. I really wish they give out more information here. Until then, I'm not sure how much they are actually collecting after their realization that they do need the data to do AI well.
The recent WWDC obviously shows a big shift towards AI and ML applications within the company. Some things are possible on the device, but many neural nets just cannot be served from an iPhone reasonably. Hence, the move towards more data collection. I really wish they give out more information here. Until then, I'm not sure how much they are actually collecting after their realization that they do need the data to do AI well.