Apple was able to push every platforms they have (tvOS, watchOS, iOS, macOS) and even created a new one: iPadOS. At the base of all of them, including their services, there is privacy protection. Yes you have to trust Apple with that as you would need to trust Amazon, Google and… Facebook. But who is deceiving more these days? I’ll let you decide.
In a mature world like smartphones, innovation doesn’t come in the same flavour as in 2007, before the iPhone. Now, innovation is taking the form of being able to provide machine learning technologies on-device instead of in-the-cloud in order to built users trust while providing real values to them. I’ll take that in a heartbeat.