This is good news. The whole incident raised a lot of privacy concerns. Apple’s track record and extrapolated trajectory remains good on this front. Having been a programmer through the 90’s, and watched Microsoft (and Oracle, et. al.) through their most malfeasant years, I’m very cautious about giving tech companies the benefit of the doubt. However, the fact that Apple is leaving something like hundreds of billions of dollars on the table by not monetizing their aggregated user data does seem to indicate that their will is strong here, and that “they” mean what “they” say about privacy. The kind of money they aren’t making from this move would try any mortal’s soul. It’s a good reason to watch them like a hawk, but, so far, so good.