Exactly. This is yet another way to get ever more biometric data --- Hello to anyone who's been using thumb-print sensors on their phone in the last 2-4 years.
However, we shouldn't shit on Apple too much; they took some good notes from Facebook and Snapchat. Facial recognition machine learning + image processing is F huge and super polished these days. The pile of selling-point data that another people, companies and businesses want is now instant human body language reaction to their product. Forever, we all think that, super generically, product interest is driven by being ad-bombed or we navigate or drive ourselves there. But just because you went to it, doesn't truly garner a real 'like' to anything --- what if you could 'see' if someone smiled, grinned, made googley-eyes at the millisecond the ad for that widget went by? That right there is what we're talking about and way more.
In all of this, we are the product, ladies and gentlemen. And as long as we all keep drooling over this shit with millennial reactions of everything being amazing or a game changer and gotta have it, we're fucked.
I wish my phone was just-a-phone again.