Apple and Microsoft both tried to build ad businesses, but when they weren't as successful as Google, they turned lemons into lemonade by launching data privacy PR campaigns against Google.
Meanwhile, Apple and Microsoft quietly censor their products in China, surrender data to Chinese authorities, and now we find Apple is intentionally leaving iCloud data insecure.
Presumably Google was under the same pressure from US law enforcement, but somehow Google delivered end-to-end encrypted Android backups in October, 2018. And Google did it without all of Apple's self-congratulatory media hoopla.
e2ee: https://security.googleblog.com/2018/10/google-and-android-h...
Third party security audit: https://www.nccgroup.trust/us/our-research/android-cloud-bac...