Techcrunch:

Privacy is something everyone should care about. But studies continue to indicate that people either aren’t aware of what they’re giving up, or they don’t understand the implications.

Apple is blowing that up a bit today by expanding on its privacy page and presenting its policies in clear language, with extensive supporting data. Whether it’s government information requests (94% of that is trying to find stolen iPhones, and only 6% is law enforcement seeking personal information) or how consumer-facing features like iMessage, Apple Pay, Health and HomeKit are set up to protect user information; the sense is one of confidence in its stance.

This has been a long time coming and no surprise that it’s coming from Apple. I expect Samsung (and other companies) to copy this new stance shortly.