All the evidence and all their past actions point to the contrary of what you're suggesting. See examples like iAd, Siri, Photos app, Maps, and Apple Pay. Revi

All the evidence and all their past actions point to the contrary of what you're suggesting. See examples like iAd, Siri, Photos app, Maps, and Apple Pay. Review the San Bernardino case and notice how firm they stood despite the extremely negative PR. There are so many instances where the easiest and most profitable path forward was not the path Apple took. We as consumers wouldn't have even noticed in the moment if they went down the easy path, but we notice now because of the consistency and belief in their own actions. That speaks for itself. They've earned the right to market the principles that they've demonstrated over and over again whether publicly or more privately (e.g the reasons for iAd's failure that another poster mentioned). It's a business at the end of the day and it always will be, but a statement like that on it's own is completely meaningless. I think most of us can agree here that this is an example of the right and honest way to do business. Also, whether we agree with the privacy stance or not and whether we accept the tradeoffs or not is completely irrelevant to this.