Take the end to end encryption in iMessage. It doesn't mean anything: like all such schemes Apple can push a new key to your friends phones, or a software update that selectively disables it, at any time they want. There may already be back doors there nobody knows about. The user could never detect this nor do anything about it even if they did. But Apple use it to claim they care about privacy.
On advertising, Apple only decided advertising was bad and privacy invasive after their own iAd initiative flopped completely. When Jobs thought Apple could compete directly with Google on advertising he was all about how beautiful and usable Apple ads would be.
Apple's all about privacy except they want you to upload everything to their cloud. They're all about privacy except they have root on all your devices. Note: this is unlike Android, where the root keys for the devices are owned by OEMs who sandbox and review/audit Google's software, and the OEMs in turn don't have access to the Google cloud data. Some Android devices don't even use Google services at all.
For Apple privacy is a marketing angle. It can be seen in the way the latest iOS/Android versions don't differ from each other in any significant respects.