In what way do they not "own it"? They've been owning the fact that it's a closed system for 40 years, when tech nerds complained about their products being "appliances".
I would love it to be encrypted through out. Even it if means, that if I lose access I may not be able to get it back. It's a tradeoff. The marketing position of being secure is factually true for the phone, but they imply the data is when in fact it really isn't.