It's just marketing. Apple has already shown they will sell you out with PRISM.
Who knows what other backroom deals are happening outside our knowledge. The only reason we found out about PRISM is because the gigantic scale and Snowden sacrificed Everything to let it be known.
I think there's a big difference between selling data for profit and the government literally forcing you to give up data based on national security laws or else forcing you to close your business. There's almost nothing Apple can do about the latter case (or any other company for that matter).
Also how would we know if Apple is working with other companies? It's not like they are known to be transparent or Truthful.
Apple puts privacy and security front and center as part of their brand. They zig while everyone else is zaging, trying to make a buck on user data, which they don't do.
One thing I like to remind people of is the fact that the Snowden docs that revealed PRISM were years old at the time of Snowden gathering them, and even older at release... just imagine how much further things have progressed in the 10+ years since. (iirc lots of them had 2007 dates on them)
Who knows what other backroom deals are happening outside our knowledge. The only reason we found out about PRISM is because the gigantic scale and Snowden sacrificed Everything to let it be known.