The new online tools allow customers to get a copy of all data associated with an Apple ID. You can request account details and sign-in records and data such as contacts, calendars, notes, bookmarks, reminders, photos and documents. Apple also stores info like app usage statistics for Apple Music and Game Center, a purchase history of items bought from the App Store and iTunes Store, AppleCare support history and marketing records. 

Only data that is personally identifiable can be found here. This can all be downloaded with a few simple clicks on the privacy portal. To obtain a copy of your data:

1. Log in to privacy.apple.com.
2. Select the "Get started" link under the "Get a copy of your data" heading.
3. Tick the boxes of the categories of data you want to download (iCloud Photos, Mail and Drive are separated into a separate list as this data may be exceptionally large).
4. Press Continue.
5. Select what is your preferred maximum file size (Apple will split up the data into chunks, up to a maximum of 25 GB) and press Continue.

Your data request is now in progress. Data like iCloud Photos will take a long time to generate as there are potentially tens of gigabytes of files. It can take up to a week to prepare the downloads. Apple notifies you when the data is ready to download, and it is automatically deleted after 2 weeks.

Apple says it provides all data in standards-compatible formats. This means it can be used as a way to move all your data to a new cloud service, as well as transparently showing customers what data Apple keeps on you.

Whilst these features will roll out later in the year for other regions, all customers can request data corrections, deactivate or delete their account. You can do this by following the links on the main page.

Deactivation means that Apple will stop processing any data relating to your Apple ID. You will not be able to access any store purchases from iTunes, iBooks or the App Store. You will not be able to access any iCloud data, or use iCloud services like FaceTime or iMessage (see here for more conditions about account deactivation). You are literally cutting yourself off from the Apple connected world. Apple will verify all deactivation requests to prevent abuse. Apple doesn’t delete your info, it just stops anyone - including Apple - from accessing it whilst the account is deactivated. You can re-enable the account by logging back in to the privacy portal and choosing to reactivate it.

Permanent deletion takes this one step further, essentially asking Apple to remove all data they have stored on you - forever. This process is not reversible once initiated.