[Ennis]

"For certain sensitive information, Apple uses end-to-end encryption" - there's a lot of important user generated data from Apple apps that is not end-to-end encrypted.

Frankly, I'd like to see them go even further and put in place a policy that all user-created-and-consumable content can only leave the device in end-to-end encrypted format and have those keys managed by my AppleID so not even Apple can decrypt.

They can introduce it at an API level without having to dictate storage providers. If a web-version of an app needs show my photos they can let the end-user browser decrypt it. This works for private data, 1:1 and 1:Many shared data.

I should have a choice with who hosts my encrypted data, who manages my keys/identity and who provides a service that uses that data. Let's get back to providing value through services and away from leaching value through hoarding data and controlling protocols.

Yes - this will force companies to change their business models if they rely on access to my data. Will it make for better software - Yes hands down. More companies can compete and we'll start to see more creative solutions.