This article is intentionally misleading as hell. Let me throw some details in here coming from someone who develops apps on the iOS platform.
Apple creates a unique ID for your device. They also create a unique ID for the user of that device. Neither of these two IDs are associated with your AppleID nor are they associated with any personal information. You are user 9837429873 with iPhone 87239847. They can then learn a little about your habits on specific systems without learning anything that can identify you (including sex/race/orientation). This gives you total privacy while also allowing Apple to tailor the experience to be best for you. All of this is explained by Apple in the documentation that everyone just scrolls past and agrees to without reading a single word.
It should also be mentioned that what little identifying information your device DOES have (name, AppleID, payment information, etc) is stored LOCALLY (and not in the cloud). So not even Apple can read what your FaceID looks like or what your payment cards are. Its stored in whats called the “secure enclave”, and to this day not one person has managed to crack its protection.
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