I'm starting to think Apple has found its first viable post-Jobs narrative.
I would say that this has been Tim Cook's narrative for a while, and along this path we've seen iOS integrate things like WiFi MAC randomization and website ad blocking.
While part of it may be PR, I also believe that these are Tim Cook's values shining through. Having an orientation that gets you jailed or killed in some countries, makes you value individual freedom and privacy.
It's great to see this new Apple.