Their recent focus on “privacy” is a happy accident of how they make money. They are uniquely positioned to brag about how little data they collect, because they make money off luxury hardware and service fees, not data hoarding. Ultimately that’s why it’s trustworthy - the entire way they run their business happens to be aligned with privacy as a value, so we don’t just have to judge their character to believe it.
It’s the exact opposite of Google, whose business has always run on targeted advertisement, and thus is fundamentally at odds with privacy.
For this to change substantially even in 5 years, both of the companies would have to go through fundamental and opposing transformations. I find that extremely unlikely.