Regardless of what they say, they have a bad track record and motivation to maximise profit so public assurances are about as valuable as BP's assurance on not letting oil escape from their kit in future.
I'd like to hear more about their bad track record. Also, Apple profits from selling hardware, not user data. They're just not structured to profit from user data. They could change that, of course. It'd be similar to Google becoming a hardware company :)
Regardless of what they say, they have a bad track record and motivation to maximise profit so public assurances are about as valuable as BP's assurance on not letting oil escape from their kit in future.