Mr. Gary Davis:

The first step is to not collect data in the first place, if one can possibly to do so, and that is something that we do with a lot of Apple services. There is a lot of data processing that takes place right here in a person's device without ever coming to our servers. In circumstances where we do need to collect it, we try to collect it not associated with users. Siri was an example not associated with the user. If a person uses our maps service, it is not associated with the user. Where we need to collect it - for instance, if a person is storing something in iCloud, or if he or she is downloading an app or playing a song as part of music - well then, yes, there has to be data on our servers, and we do have a central place where we make that available to our users at privacyapple.comand we get great feedback from our users in relation to it. One needs to step through the various progressions in relation to how companies should work through this, but we certainly believe the first question a person should ask is why we even need to collect that data.