Apple Pledges Privacy, Beefs Up Security

""I think there is a lot of pressure on the data companies from a lot of different directions," says Omer Tene, vice president and chief knowledge officer at the International Association of Privacy Professionals. "Apple will continue to be the most aggressive proponent of privacy as it provides them a competitive advantage."

Yet, whether technology companies that provide services for free can wean themselves off of data remains to be seen, the EFF's Hoffman-Andrews says.

"Apple's particular corner of the market is sustainable because they are one of the richest companies on the planets," he says. "But can others follow in their footsteps? Probably not.""