Sorry, but I don't buy it. I believe this is just effective marketing which is exploiting the current Facebook, Google, Microsoft privacy discussions.

Apple doesn't care about privacy, it cares about money and will continue playing this record from now on. The main reason why they did not go on the user data gathering/selling is mainly incompetence. They were just so far back in terms of user tracking that they just went 'fuck it, we'll consider this a feature now'.

Also, let's not forget they are part of PRISM (which they lied about).

Just wait for iphones to start declining in sales (and they will) and have the privacy talk again.