Apple:

At Apple, we believe privacy is a fundamental human right.

And so much of your personal information — information you have a right to keep private — lives on your Apple devices.

Every Apple product is designed from the ground up to protect that information. And to empower you to choose what you share and with whom.

We’ve proved time and again that great experiences don’t have to come at the expense of your privacy and security. Instead, they can support them.

This updated site from Apple has even more detail on how they feel about the subject and the efforts they are making to ensure that your private data stays private. This stance by Apple isn’t just marketing fluff, although it does serve as a differentiator from other companies. I’ve spoken to lots of Apple employees and it’s something that is a deeply held belief of many of them.