And media analysis is like the least creepy shit Apple does. They also analyse your social networks (based on who you interact with using Apple services), and the database where they store that shit has labels for eg. political affiliations etc. (can't remember off-hand which of the many many Apple spyware dbs it was. One of the sqlite databases under ~/Library in any case. Might have been the appropriately named IntelligencePlatform databases, but I'm too lazy to check right now)