I agree that Apple (and probably Anthropic) don't hold to the expectations some have. But I wouldn't say they are "just another company." I care about privacy more than Apple. But I think Apple does more to help privacy than any other huge company (and I can't think of another huge tech business to consumer company that does less to invade privacy, but I would be open to evidence I am wrong on that).

Apple is far from perfect but that doesn't mean they don't have a position (say privacy) that they care about and give a lot of weight to when making decisions. But as a huge company they also have many competing priorities.

Caring about privacy or potential abuses of LLM/AI services does not mean that a huge company is going to perform on those areas the way those that want maximum privacy or... want.

I do also believe Apple's marketing reasons to promote their focus on privacy make sense. And even if they don't do as much as I would want they do make a big difference (on privacy) it seems to me. And I believe long term there is big value to Apple building systems to stop users private data from being abused.