In the very near future, you will have to choose if you buy a smartphone that protects your privacy versus paying less for a device using and selling your most private information such as where you go, where you shop and what personal searches you make on a search engine. Apple is pushing hard in this area compared to other smartphone platforms.
While many people state this as not important to them, when it is your private information that is in question, everything changes. Take Mark Zuckerberg in front of the USA congress, he was asked what hotel he stayed at during his stay, to which he nervously laughed and said NO.
While we have all been surfing the wave of what the internet and social media has become, and I am as much a culprit as many others, this is starting changing now and is already shifting in the industry but surely not fast enough since large organizations with a business model monetizing the use of your private information have no incentive to move away from their existing model and even if they are being hit by new regulations such as GDPR.
This shift will take some time and the mega providers will stretch this as far as possible. Take Google and Renault-Nissan-Mitsubishi who have announced that the Android platform will be in all cars as of 2021. 
While great as a first thought, this means that car owners will relinquish to Google very private information such as where they drive, where they buy fuel, where they shop, who they go see; which will be used by companies to analyze the consumer habits and sell their private information to the highest bidder.