Who cares about companies? Apple and Google may amass lots of personal data, but really, all they want to do is sell stuff. They do not care what's in the email and pictures they store, as long as their algorithms give the user helpful feedback and ads.
However, people could switch by the billions to self-hosted linux servers - as long as they cpmmunicate, the NSA and their ilk will tap their data and create full profiles. Combined with all that data only governments are supposed to have.