Apple's denial about stupid stuff like the Mac ads aired during the Olympics make them lose credibility about important stuff like this. I'm not saying they're lying here, but I could trust them more if they were more honest in general.
Companies will not do anything that harms there business. Apple is no different .
Vague words, convoluted carefully crafted sentences and denials until caught with the hand in the cookie jar and pressed to the wall by evidence is the norm in business.
Anybody who gets excited about privacy needs to realize the only way not to be visible is to have no phone of any kind, preferably no bank accounts, credit cards, bills to pay, job, i.e. dead?
Even then there are ID thieves checking obituaries.
We can also be assured that no matter what Apple puts into iOS6 for privacy will be hacked!