Privacy isn’t anything new to Apple, it’s fundamental to its DNA. The company is notorious for this. This ‘new’ policy is merely the application of that. If time is taken to do a fine-grained study of Apple longitudinally, it will be found to be unique in its underpinning ethos in this regard.
Each of Apple’s consumer-facing information envelopes is different, and so each carries differing levels of potential security vulnerabilities.
iCloud: I never use any Cloud-based storage services, Apple included. I believe the company has the best of intentions, but I don’t trust my data to be stored anywhere outside of the physical confines of my private life.
That said, the large majority of people should use automatic Cloud backup, as they likely otherwise risk the irreplaceable loss of deeply personal data, particularly photos of key life events and people.
iDevices (iOS/OSX): If you enable encrypted storage on your Apple device, you’re the only one who has the key. Apple can’t access your data. Law enforcement can’t either. So it depends on your cooperation with a Lawful Request.
If lost or stolen, you can remotely locate, lock, wipe and disable your iDevice.
iMessages: These are end-to-end encrypted using ephemeral, single-use private keys. A year or so ago it was demonstrated in a US Court that Law Enforcement could gain access to all other personal data except iMessages.
Everything else isn’t unique to Apple, and the usual caveats apply. Of course, the usual caveats also apply to Apple stuff too. As a general rule, no human system is impervious to human creativity. It’s all a matter of weighing the risk of disclosure against the probability of enough interest, coupled to the availability of the needed resources to achieve it.
Apple is the most fastidious company on earth. You can tell that by the level of attention to detail in its product design and manufacture. When you hold or use an Apple product you are seeing into the company’s soul, because of the necessary cultural backend required to produce that integrated software/hardware/industrial design.
The same can be said for any company or person. Look at how they handle the minutely small and incidental details and you will know whether to trust them with the big things, like the integrity of your personal data.