“Apple believes privacy is a fundamental human right, which is why iOS has always been designed with built-in encryption, on-device intelligence, and other tools that let you share what you want on your terms.” It isn’t often that you see any company the size of Apple take that strong of a stance. Privacy is their best feature and it seems like they are doubling down.
For those who are security conscious it's a great reason to get an iPhone over an Android (or whatever variation). For those who aren't and who just like the iPhone because it's trendy and cool, they are getting privacy for free. There's a chance that this might set an expectation when choosing the next phone, as privacy pushes further into the public consciousness.
I would like to think there's a greater play, though, and that is humanity. Apple doesn't solve all its problems with tech/machine learning; they don't give you up to the mathematics. This makes some of their offering flawed when you compare it against what Google offers, but at the same time that's not such a bad thing. You won't get your entire digital life wiped out of existence, without recourse, because a calculation made an executive decision. If, as a developer, your app gets removed from the App Store or doesn't pass in the first place, it's because a human looked at it while also using a specialised toolkit. You get proper customer service, physical stores and authorised resellers...
They make as many poor choices as any other company but I appreciate their priorities and values.