I see what you're saying but I look upon them as being complicit.I do have some confidence that they are serious about privacy. This is not because I think they are particularly good-hearted, but because they have a different business model than the likes of Google, because privacy has marketing value, and because I have seen many instances where they designed their products with privacy in mind, sometimes even to the detriment of functionality (e.g. by doing things on-device that others do in the cloud, using separate IDs that are not tied to your main identity, using sound encryption designs etc.).
Years ago a company I worked for implemented swathes of new safety measures. The trouble is it hindered our work. What they did was sub it to another company that they knew didn't have the same standards, that way they got to keep their corporate positive spiel and also a level of business they perceived this new found outlook conveyed upon them.
Bit sneaky, just like Apple no doubt are.