Apple is in the same position as Microsoft with the PC. Microsoft wanted the PC to be the center of the universe, the center of the home, and all processing to take place on it, because that meant MS Software would be in control. Cloud based processing commodifies your platform, as the Web helped commodify Windows and paved the way for the iPhone and Mac to be viable and usable (since most of the apps people wanted to run were now web apps)
Apple wants the iPhone to be the new central hub of everything, because that drives sales of hardware and drives lock-in to their proprietary walled garden. By coincidence, this aligns with enhanced privacy, but Apple is beholden to Wall Street just like Google is, and if there was a new product which threatened to tank their stock, and they had to compromise "principles", you'd start to see a weaseling away.
When Apple reaches saturation with their primary business, the iPhone, and they need to drive huge growth, they'll diversify into other areas. If they are driven into services, they will inevitably run up again the issue of having to process inherently personal data in the cloud.