As of recently. They've identified privacy as a wedge issue and appear to believe they can leverage it in the minds of their potential userbase as "we respect your privacy, our competitors do not" (nevermind they still maintain a cloud copy of your iPhone contents if you switch that on, or collect your app usage analytics and do only-Apple-knows what they do with that data, not at all unlike their competitors).

Only with regards to to the narrow issue of privacy.

But since the introduction of the Mac, a common and arguably justifiable attitude towards Apple by a lot of people has been that "the only difference between Microsoft and Apple is size".

Even Microsoft created a video criticizing gmail privacy: https://www.youtube.com/watch?v=9x4_dozWkq0