Yeah, I thought that was weird, too. I can't express how pleased I am about Apple's commitment to user privacy-
Apple is amazing. They even portray their failures as something they did for their customers.
It isn't until August that they will finally give up on iAds, which they promoted for years to advertisers as being able to deeply target consumers due to personal information Apple gathered via iTunes, our location and our media/app preferences.
Even after iAds stops, Apple will still have some major privacy loose ends.
While Apple publicly talks about privacy, behind the scenes they continue to profit from their customers' data as a product in at least two major ways:
1. Apple makes over a billion dollars a year selling their customers to Google as the default search engine. Google gets the user info. Apple gets a huge kickback in return. This way, Apple can claim to have clean hands about privacy, while in reality pimping their customers out to Google.
2. With Apple Pay, Apple sells access to iPhone owners by forcing banks to pay a continuing ransom to let their own customers register on their own devices to use NFC payments using secure applets written by the credit card companies. In return, the banks are able to continue to gather all the purchasing data they usually do on us (which they then use to figure out our personal habits), while locking out stores who will now have to pay the banks for access to advertising data.
On a different note, it seems Apple's commitment to privacy has been getting exponentially better ever since that old iPhone fiasco where everyone found out that the iPhone was inadvertently tracking you and everyone freaked out (as they should have). When was that?
That was in 2011, and no, nobody should've freaked out at all. It was simply a bug where the location cache kept growing. The idea itself was sound, which was to help make locating faster for the user.
Likewise, it makes plenty of sense for service providers to store other information that helps them serve us better. This recent popular concept that everything we do must remain private, smacks of the way that young people think. The world is not that black and white. A lot us older folk are quite happy for our banks, favorite stores and restaurants to greet us by name and to know exactly what we like, and cater to our desires and give us personalized deals.
Ditto for things like Google Now and Google Voice, where Google keeps voice training fragments privately stored by our user id, so that it doesn't matter what device we use, they all have the same knowledge of our peculiarities, even when brand new. With Apple devices, every time we get a new one, voice recognition and user preference training has to start all over again, since that info is only stored by pseudo-device id instead of by user.