According to Apple, they are going to use the data to "identify and prevent fraud." The "trust score" appointed by Apple to each device will supposedly help them reduce fraudulent accounts, reviews and purchases from the App Store and iTunes. This news comes in as a bit of a shock as Tim Cook went on public in June while mentioning how much they valued privacy and how harmful online data collection and profile building can be down the line. Well, it does look like they are taking the same path, even more aggressively than others in some respect. You can argue that the data collection is for a greater purpose and they will not be stored for too long, but then again, everybody has a reason! We will have to wait and see how this one turns out.