A note from Tim Cook:
A few years ago, users of Internet services began to realize that when an online service is free, you’re not the customer. You’re the product. But at Apple, we believe a great customer experience shouldn’t come at the expense of your privacy.
Our business model is very straightforward: We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t “monetize” the information you store on your iPhone or in iCloud. And we don’t read your email or your messages to get information to market to you. Our software and services are designed to make our devices better. Plain and simple.
Privacy here means securing your data and communications not just from intruders and the government, but also from the companies who transmit and store it. It's a level of privacy that wasn't always possible with older technologies (analog telephones, postal mail), but in places where it was possible (Swiss banks, safe-deposit boxes), consumers came to expect it.