I am not sure if one can trust any 'don't be evil' pledges. With Apple products one is often required to use the appleid - and this can be used for tracking purposes. Also Apple is also a media company (iTunes among other things) so it's not just a pure hardware vendor. They too sit on a big heap of user data - beware. Also they are required to comply with local regulations - and these may not be compatible with your high expectations on matters of privacy and confidentiality.