Rich Mogull, TidBiTS:

This year I sat in the WWDC keynote, hearing the undertones, and realized that Apple is upping its privacy game to levels never before seen from a major technology company. That is, beyond improving privacy in its own products, the company is starting to use its market strength to extend privacy through the tendrils that touch the Apple ecosystem.

Rich does a nice job digging into Apple’s privacy moves, focusing on Sign in with Apple, Intelligent Ad Tracking Prevention, and HomeKit Secure Video.

From the end:

The global forces arrayed against personal privacy are legion. Advertising companies and marketing firms want to track your browsing and buying. Governments want to solve crimes and prevent terrorism whatever the cost. Telecommunication providers monitor all our Internet traffic and locations, just because they can. The financial services industry is sure our data is worth something.

Any list of big companies has to include Google, Facebook, Amazon, Microsoft and, of course, Apple. Daunting to think how critical your personal data is to the money-making equation for those first three.

Daunting that on this list, Apple stands alone as a guardian of your privacy.