I don't think cynicism is necessary. Apple is in a better position than Google to do this because of their business model. Many of Google's services, for examp

I don't think cynicism is necessary. Apple is in a better position than Google to do this because of their business model. Many of Google's services, for example, are free to use - that comes at a cost to the consumer because they have to make money off those products somehow; enter advertising and selling your data to 3rd parties. The same applies to Facebook and other social media companies. Apple sells premium hardware devices for a premium price - that is their bread and butter and where they make most of their money. What do they really have to lose (financially) by protecting your privacy? They don't have a search engine or advertising driven business model that requires sharing your data with other companies. Even if Apple didn't really give a shit they earn free goodwill. I also agree with others that Tim Cook and other Apple execs seem to genuinely care about this issue as well.