At the end of the day, it's always best to just not have anything "bad" on your devices. People have been caught up for all numbers of "innocent" reasons (pictures of their kids in the bathtub, ancient photos in their albums of themselves doing illegal things such as drugs or underage drinking, text messages or browser history disparaging politicians the border guard may support, porn in your history) that can give a border guard in a bad mood good reason to ruin your day.
I personally don't want my phone data hoovered in and analyzed or marked, even though I don't really have anything to hide. I don't care enough to do anything about it, but if I did I would probably have a second travel phone with a curated amount of data, apps, accounts, etc.