In August 2024, nearly every American became a victim of the largest data breach in history—and most still don't know it happened. A company called National Public Data, which you've probably never heard of, sold 2.9 billion records containing your Social Security number, current and past addresses, and phone numbers to hackers for $3.5 million on the dark web. The breach actually started eight months earlier, but nobody bothered to tell the victims. If a random background-check company you never gave permission to can secretly hoard decades of your most sensitive information and then lose it to criminals, what do you think Google, Apple, and Amazon are doing with the 10,000 photos sitting in your pocket right now?

This hits close to home for me because I'm the family's designated tech support guy. Last Christmas, I watched a relative struggle to set up AirPods they'd bought months earlier but never used. After helping them get connected, I felt that familiar satisfaction of solving a tech problem for someone I care about. But it also reminded me of the strange position we tech-savvy folks find ourselves in: we see the problems with big tech that our families don't, yet we struggle to convince them it matters.

Here's what I've learned: most people don't care about iOS updates, privacy settings, or which cloud service stores their photos. And honestly? That's fine. But photos are different. Photos are the one thing that truly matters to everyone—your kids' first steps, family vacations, moments you can never recreate. These aren't just files; they're irreplaceable memories.

The Problem We're All Ignoring

Right now, your most precious memories are sitting on servers owned by companies whose primary business model is harvesting your data for profit. Google Photos users store over 4 trillion photos and videos on Google's servers. Apple automatically uploads your photos to iCloud and then nags you with notifications to buy more storage when you hit the free limit. Both companies scan your images, analyze your face, track your locations, and use this data in ways most people never fully understand.

The statistics are sobering: So far in 2025 we have continued to see large companies be compromised and the information of customers and employees be sold on the black market, but what's the cost to you when your family photos end up in the wrong hands? What happens when a foreign government, criminal organization, or disgruntled employee gains access to years of your personal memories?

And let's talk about the hidden costs. Apple charges $2.99/month for 200GB of iCloud storage, which sounds reasonable until you realize that's $36 per year, $180 over five years. Google Photos used to be free, but now charges similar rates. You're paying monthly rent for your own memories while giving up control and privacy.

The Solution: Meet Immich

This is where Immich changes everything. It's an open-source, self-hosted alternative to Google Photos that puts you back in control. Yes, this means setting up your own server, which sounds intimidating—but it's not as difficult as you might think, especially if you follow my previous guide on building your first home server.

Here's what makes Immich special: it's actually free. Not "free with ads" or "free until you need more storage." Actually free. You pay for your own hardware, electricity, and storage, but there are no subscription fees and no big corporations mining your data. The interface feels familiar if you've used Google Photos or iCloud—automatic backups, facial recognition, timeline views, mobile apps that work seamlessly.

For me, the biggest game-changer was using Claude (yes, the AI you're probably familiar with) to guide me through the setup process. I could paste error messages, ask questions, and get step-by-step help. The whole process took maybe two hours, and now I have complete control over where my family's photos live and how they're backed up.

What This Really Costs

Let's do the math honestly. A basic server or NAS (Network Attached Storage) setup might cost $300-500 upfront, plus maybe $5-10 monthly in electricity. Compare that to paying Apple or Google $36+ per year forever. After the second year, you're saving money. If you have a spare laptop that is collecting dust it can more than likely work as your server. After five years, you've saved hundreds of dollars while gaining complete privacy and control.

But the real value isn't financial—it's peace of mind. When the next major breach happens (and it will), your family photos won't be part of it. When a company changes their terms of service or raises prices, you're not affected. When a government requests access to user data, your photos aren't sitting on a server they can subpoena.

Important note on data integrity: Any tech-savvy person reading this will rightfully point out that you should have an off-site backup of your data—and they're correct. Running your own server means taking responsibility for protecting your files. You can consider using a privacy-focused solution like Proton Drive or Backblaze for off-site backups, or even setting up a second server at a family member's house that you can access over the web. Yes, these options can get more complex than what the average person may want to tackle, but the beauty of controlling your own system is that you get to choose your backup strategy based on your comfort level and needs.

The Reality Check

I won't sugarcoat this: most people won't go through the trouble of setting up their own photo server. The average person wants to tap a button and have everything work. I get it. But for those of us who see the writing on the wall—increasing breaches, rising costs, growing surveillance—taking control feels more important every year.

This isn't about becoming a paranoid hermit. It's about recognizing that your family photos are probably the most valuable digital assets you own, and maybe they deserve better protection than trusting them to companies whose interests don't always align with yours.

The current tech climate is only getting worse. Data collection is at an all-time high, with companies desperate to feed AI models. Your photos aren't just stored—they're analyzed, categorized, and used in ways you might never discover.

Making the Choice

If you're reading this and thinking "I should probably care more about where my photos are stored," you're not wrong. Start small: check what data Google or Apple actually has about you. Look at your monthly storage costs. Consider what would happen if you lost access to your account tomorrow.

For those ready to take the leap, Immich offers a path back to true ownership of your digital life. It's not the easiest path, but it's one where you control the destination. And in a world where 2.9 billion people can have their data stolen without their knowledge or consent, that control feels more valuable than ever.

Your photos tell the story of your life. Maybe it's time you decided who gets to read it.

Tyler signing off.