Apple goes to great lengths to collect less data than its rivals. Nonetheless, the iPhone maker will still know plenty about you if you use many of its services, Axios' chief tech correspondent Ina Fried writes.
- Apple knows your billing information and all the digital and physical goods you have bought from it, including music, movie and app purchases.
- But even for heavy users, Apple uses a number of techniques to either minimize how much data it has, or encrypt it so that Apple doesn't have access to iMessages and similar personal communications.
Between the lines: Apple is able to do this, in part, because it makes money selling hardware — and increasingly services — rather than through ads.
- It does have some ad business, and it also gets billions of dollars per year from Google in exchange for being Apple's default search provider.
How it works: In order to collect less data, Apple tries to do as much work on its devices as possible, even if that sometimes means algorithms aren't as well tuned, processing is slower, or the same work gets done on multiple devices.
- Some of the most sensitive data that your device collects, including your fingerprint or Face ID, stays on the device.
- iCloud backups can include messages, photos and Apple email, though Apple stresses it won't look at the information and will only hand it over to others if forced to do so by a court.
- Apple Pay merchants get a token, not your actual credit card information.
Read Ina's full story to see "What you can do."