"because of its privacy-marketing" No, it's because they can't effectively leverage your data to sell you stuff, they don't need it. Thus follows the privacy

"because of its privacy-marketing" No, it's because they can't effectively leverage your data to sell you stuff, they don't need it. Thus follows the privacy marketing. If Apple did find your data useful, they wouldn't be able to leverage that marketing angle. Companies are made up of people, who care about people, and also, corporate objectives are not evil, generally. Working with the FBI might raise your eyebrow, but it may not for others, and it's an ambiguous question to most. In the end, the balance of power has not fundamentally shifted. Most people have little to worry about, some criminals may have more to worry about. Of course the problem arises when innocents are needlessly entangled - hopefully this can be minimised. It's not like the FBI has instant and easy access to your phone, thankfully.