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Isn't it not entirely out of reason to wonder if Apple could also want to monetize their user data ?

No. Apple could change directions. The only way to guarantee data won't be used is to not put it on anyone else's computer.

They already are by selling privacy as a "feature".

As the ad tech person interviewed in the article called it, "privacywashing" (as in "greenwashing" https://en.wikipedia.org/wiki/Green_washing).

Apple already hands your data over to the US and Chinese government.

We wouldn't know about it, but they were caught.

It's just marketing.