Apple's approach to privacy also includes being a partner in PRISM, a fact which they chose to vigorously deny as false allegations until it was proven to be true. Every story about Apple and privacy chooses to omit thus huge piece of info. Why should anybody trust them now? What has changed to make anybody believe they aren't still lying about privacy?
If their technology is built such that even they themselves cannot peer into the inner workings of your content, what good is their association with PRISM?
The calls and messages should be end-to-end encrypted but they are in control of the PKI so they could probably eavesdrop if they wanted.