https://www.reuters.com/article/us-apple-fbi-icloud-exclusiv...
Even with the new iCloud e2ee, which is not on by default, if you enable it, Apple and FBI/DHS/et al can still read all your messages (unless each and everyone you iMessage with also enables it), because iCloud still escrows iMessage sync keys in non-e2ee iCloud Backups, breaking the e2ee in iMessage.
For 99.99%+ of iMessages, they ARE NOT E2EE and can be read at any time by Apple and provided to the state without a warrant. This is by design. HT202303 explains this, because for some reason Apple doesn't like to publicly lie.
This article is brand marketing, nothing more. It worked on you.
Apple has the ability to ship private devices. They don't because they choose not to fight city hall.