Wherever possible, they've done exactly that—so how is that a criticism? Case in point is the end-to-end encryption of iMessage. Or the at-rest encryption of iOS devices.

In other instances where Apple does have access to your data, there is a plausible justification for that access and no evidence shown where Apple has ever abused that access for commercial gain.

iCloud backup is on by default, which includes the contents of your iMessage conversations, even if you do turn off this default, your conversations with most other normal people are uploaded in a form where apple has the keys. Apple had plans to make all of iCloud backups E2E encrypted but backed out after pressure from the FBI. https://www.forbes.com/sites/kateoflahertyuk/2020/01/21/appl...

That is one example of many where apple could do it, but doesn't. To do many things on your apple device requires an apple id, which requires a phone number which is linked to identity. Location services uploads your location to apple constantly via close by wifi APs + GPS location, there is no option to do GPS only location w/ no network activity. All of this info is one secret supoena away to be uploaded to violent people with guns. YOU may trust your nice government, but many do not have the luxury of living in such a nice place.

Over and over again, you see the pattern of apple doing of 'private from everyone, except us'. And not mentioning the 'but us' part.