Yes their recent trend of moving user privacy to the forefront is one of the few really positive trends i've seen out of apple in the past 2-3 years. Apple has

Yes their recent trend of moving user privacy to the forefront is one of the few really positive trends i've seen out of apple in the past 2-3 years. Apple has moved privacy to the forefront for a much longer time. Apple was the first to roll out end-to-end encryption of messages to hundreds of millions of people (iMessage 2011), the first to roll out end-to-end encrypted (video) calls to hundreds of millions of people (Facetime, 2010). They introduced the secure enclave, which was quickly used throughout the OS with iPhone 5s in 2013. Whatever reasons they have (and despite their failings), they have been pushing privacy for almost 10 years now.