Google is the hugest ad network based on gobbling all privacy from everywhere while Apple is an overpriced hardware seller, of course it will do better on privacy than google. But this does not make apple a privacy oriented company.
Having been a *nix admin for a hair under 20 years, I prefer only Free & OpenBSD to macOS.
To me, it’s: “a company whose profit incentives are aligned with their user’s privacy.”
You can go on and on about whether they’re “truly” privacy-oriented but to me that’s a meaningless distinction; a company’s profit incentives are the very definition of what they’re “oriented” towards.
It's overpriced if you could make more revenue by lowering the price.