Companies' treatment of you depends on what they can get away with - not their "personalities." Apple doesn't respect privacy - it thinks it can make more paperclips by giving some of its customers some privacy. As soon as Apple finds a way to make more paperclips by spying on those you (say, by starting its own internal #adtech business), it *will* spy on you, and the $1000 you spent on your Iphone will not save you.
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