Re: as Apple hasn’t been on reliant on digital advertising
"Which of course only applies until competition forces Apple to lower their iThing margins"
Vodafone has just released an own-brand not dirt cheap (£295) phone which they must know will eat into their Apple and Samsung sales. It would never be wise to announce peak iPhone, Apple have shown great resilience in holding onto their margins, but these days there is nothing compelling for most people other than perceived status.
I find it hard to believe that people who use Facebook to broadcast to the word what they had for breakfast will find privacy very compelling. On the other hand there are undoubted benefits from Google's mining if, like me, you live a life unlikely to attract the attention of either the police or criminals but suffer from increasingly failing memory.