Lots of distinction between Apple, Google and Facebook, even more so when it comes to privacy. Clue - Apple's product is very clear. Googles and Facebooks? You have to look into a mirror.
All of this great work in iOS 10 would be meaningless if it came at the expense of your privacy.
Apple SVP Craig Federighi
“It’s a powerful technology that allows us to use information from users and still maintain user privacy,” said Apple’s Sebastien Marineau-Mes in remarks during the keynote event.
Still, it’s a relatively new approach. And despite the emphasis on privacy, critics worry whether any amount of shrouding of data is enough to guard private information.
.. I wonder if those are the same critics that fill up John Gruber’s Claim Chowder drawer.