1.Collect personal data, send them to mainframe, use them to profile and deliver custom tailored services. When sharing hash so that individual records can't be extrapolated
2.Collect personal data, use them locally sometimes using mainframe provided 'models'. Return to mainframe hashed records to improve models.
Google is clearly using 1. while Apple claim to target 2. (I don't think it's actually the case now because I though Siri actually store some personal data on the cloud so far)
But this is not how privacy should work, cause there is a lot of people out there that don't read HN and only recently found out that there is a lot pastry inside their computers.