^^^ this tbh... I'm well aware that Facebook and google will make use of my data in order to target adverts better, I really don't care about this... I'm well aware that these tech firms are funded via advertising and that I'm going to see adverts when I use their services.... oh no I might have more relevant adverts??? Who are you to dictate what business model google uses? If people are happy to use google and Facebook then frankly you can jog on... If you genuinely believe that there is some huge amount of profit out there to the point where you can successfully run one of these businesses by also paying users as well as giving them free services then you're free to attempt to set one up or indeed so are other entrepreneurs. If you don't want to give away your data then you can of course pay for e-mail etc... yourself. The irony perhaps is that the likes of google and Facebook are pretty damn secure and have tight internal controls protecting you and your data... yet I presume you shop online etc... and give personal details away to any number of people/businesses - the fact you're posting on these forums alone is testament to that. You're already giving your data This has got nothing to do with his point about data though. He said: "Let’s hope Apple continue to not monetise user data. They are the last bastion." And you're questioning it by having a rant about some customer service issues etc.. and moaning about their products which has got nothing to do with monetising user data.