Apple's business model does not include selling personal information from its customers. In addition, Apple prioritizes privacy and security, and separates Homekit from all other ecosystems. Supplying hardware in the Homekit ecosystem sets you apart from your competitors by adding features such as a privacy holder that either covers the camera on demand (such as Somfy) or turns off the camera (like Angee).
This would go a long way to achieving customer trust and loyalty.
There was a podcast I was listening to recently between Sam Harris and an ex-consultant of facebooks who really hit this problem home for me.
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