It's clear they want you to think they take privacy seriously. They have also made plenty of steps in the past few years towards the opposite.

Given they are pushing very hard now on expanding their ad network, we'll see how it plays out.

But overall it seems like complete folly to believe any company really cares. Some may have good leaders who care deeply at a point in time (and I suspect Tim Cook really does), but that will certainly come and go, and you don't want this kind of thing to be dependent on who is in the driver's seat at a given point in time.