Like all corporations, Apple only cares about making a profit. Their business model let them implement much stronger privacy guarantees than their competitors,

Like all corporations, Apple only cares about making a profit. Their business model let them implement much stronger privacy guarantees than their competitors, and this differentiation has been a profitable avenue for them. But ultimately if there’s any lock-down they can get away with (i.e. without affecting their profits either directly or via fines and legislation) they’ll try it, and privacy/security misfeatures are a great way to couch these regressions without appearing directly hostile. That being said, I don’t think Apple’s privacy stance is all hot air, they publish plenty of white papers on their infrastructure. I mostly think they’re greedy and don’t mind harming the user and developer experience to ensure they get their cut from every transaction that occurs inside their ecosystem.