I've pretty much accepted that if I discuss something out loud, ads start popping up for that thing when I go online. If I tell you that I think my phone is listening to me, I sound like a crazy person. So I have no explanation as to how this happens.
Apple wants to assure you that they're not surreptitiously collecting data on you, that private things like your call log, heart rate and browsing habits are not stored on their servers. To make this transparent, today they've updated the Privacy portion of their website so that you can log on and request a report showing you precisely what data they've collected. It can be accessed here (follow the link to the "Manage Your Privacy" section).
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Have any of you noticed the enduring phenomena mentioned in the first paragraph? I'm going to start saying "bananas" out loud several times throughout the day to see if I get banana ads.