According to the latest edition of the Power On newsletter, Apple had reportedly been considering a feature for Apple Upgrade that would’ve made setting up your iPhone nearly seamless: where Apple would’ve already copied your data over. Apple Upgrade doesn’t offer this feature. For one, your iCloud backup would be slightly outdated, as the data transfer only could’ve happened at the time it was shipped out. If you’re backing up to iCloud, the idea of Apple having your data shouldn’t be shocking. One could imagine this system could’ve been expanded to support iCloud backup transfer without any human needing to look at your data in the process.