Apple is working on creating a zero-knowledge network which uses full end-to-end encryption. This means that from the moment the data leaves your device to the time it goes back to your device; your data is encrypted, and Apple does not have a public key to decrypt the data.

This is very much in contrast to Google and Facebook who scan your data so that they can do ad targeting on your data.

With the new M family of CPUs, Apple wants a lot of data-intensive tasks to be handled on your local device, and never go out on the Internet. Unlike Google, Microsoft and Amazon, Apple does not have a cloud service which it sells to consumers. For Google, Microsoft and Amazon, their cloud businesses have been the fastest growing parts of their business.

Apple believes that a significant percentage of consumers are willing to pay a premium to protect their privacy. It is these users which Apple is going after.