Honestly, I cant possibly trust Apple to always do the right thing. A corner stone of digital privacy and security is being in control of your systems and data which Apple takes away from its customers. When I buy and use Apple products - I have to have faith in Apple to do nothing wrong with my data or send me a malicious update that compromises my system. It is all closed source and you only get occasional white papers explaining technology in abstract terms about their intentions. There is no independent person(s) that can vouch for Apple's integrity in building the systems the way they claim so.
That said, based on current status quo, I'd rather warily trust Apple with some of my personal data like GPS location, browsing history, Notes etc than Google or Facebook given the latter have a business motive to sell me out.
So when my friends or relatives ask me what phone/computer I think they should buy, I opinionatedly recommend iPhone + GnuLinux for the tech savvy and iPhone and Mac for the non tech savvy. I also give them a mini 5 minute lecture about
* Not allowing Location access to all the apps they download - Why would a calculator app need your location "Even while not using the app"?,
* Paying for their email service - I use Fastmail. ,
* Enabling tracking prevention in their browser to prevent tracking cookies,
* Using separate browser for FaceBook, Amazon and others while using FireFox only for personal/sensitive browsing needs.