It’s the simple bargain that made companies like Google and Facebook into giants: in exchange for the convenience of running your life from a smartphone, you hand over gobs of data on your every activity. It zips up into the cloud where algorithms do…well it’s hard to be exactly sure, but everyone's at it. Oh, except Apple. Tim Cook has aggressively positioned the company as uninterested in collecting user data, and boasts that it sets Apple apart.

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