> Could anyone here waxing lyrically about Apple so called privacy stand explain to me what that actually is apart from a marketing point Apple keeps repeating?
Google backup on Android is also end-to-end encryption. The difference is that on Android, I can self-host anything that Apple won't end-to-end encrypt, like maps or application installs.
The end-to-end encryption guarantees on this page seem pretty real to me and have little to do with marketing: https://support.apple.com/en-us/102651