This is not a new issue at Apple at all and it is that the company has been betting all its cards on user privacy despite the fact that sometimes it may be affected by a security problem.
It is true that nowadays it is very difficult to maintain 100% of people's privacy, but working on it is important for many people and not selling your personal data to the highest bidder is always good for us. At Apple they are so committed to it that they insist on us actively and passively with your work and effort to keep our data safe.
This is what Apple indicates in its new web section dedicated to the privacy of users:
Privacy is a fundamental right. And it is also one of our main values. Your devices accompany you in many of the experiences you live, and you must be able to decide what you share and with whom. At Apple we design our products to protect your privacy and give you control of your information. The task is not always easy, but it is the kind of innovation we believe in.
It can be said that not all companies are so strongly committed to keeping our data safe, yes, but it is true that it is also difficult to resist the high income offered by some companies for knowing more user data and thus personalizing the ads more , get to sell their products or simply get general data on lifestyles and the like. Hthere are many people who do not care that all these companies obtain their personal data, but there are also many others that care and in this case Apple fights for it despite being complicated today.
As a good friend of mine says in these cases: "It is not about hiding my data since I have little to hide, it is about companies not trading and making money with them without sharing those benefits with me."