Comment by _bxg1

Let us not forget that Apple isn't doing this out of altruism, but 50% because it hurts their competitors and 50% because it makes their users happy. That said, being 50% motivated by making their users happy is more than can be said about Google or Facebook.

Edit: To be clear, I am an Apple customer and it's mainly on privacy grounds. I just like to keep realistic expectations about their present and future behavior, instead of buying into Tim Cook's rhetoric of idealism.