That's pretty epic. Apple continues to make big, brave moral gestures (like when they yanked Facebook and Google's enterprise certs earlier this year, or killed long-term tracking cookies in Safari overnight). Makes me happy to be a customer. Hope they keep enforcing their own rules and protecting their users' privacy and security in this fearless manner.
Apple certainly wasn't looking out for their users' privacy and security when they let an iTunes bug go unfixed for 3 years (see http://www.telegraph.co.uk/technology/apple/8912714/Apple-iT... for more). That bug was said to allowed government spying. Apple's iPhone back door lets Apple delete a user's apps (per http://www.telegraph.co.uk/technology/3358134/Apples-Jobs-co...) but Steve Jobs said it was okay because we can trust Apple ("Hopefully we never have to pull that lever, but we would be irresponsible not to have a lever like that to pull."). Back doors aren't moral, they exist to grant another party over the device the user bought and should own.
The root of all of this is the power of proprietary software (software the user can't inspect, share, or modify, and in some particularly restrictive cases can't always run). Proprietary software is unjust power over the user. There's nothing moral about proprietary software.