It is both marketing and they have taken steps to protect privacy. In some cases they have made apps less functional or less simply because of privacy concerns.

It is both marketing and they have taken steps to protect privacy. In some cases they have made apps less functional or less simply because of privacy concerns. Of course that is not their only concern and they do have an obligation to make money, but it’s not a binary choice and saying that it is nothing more than marketing is reductionist cynicism.