Actually, for those who have a strong concern about user privacy, there have been strong reasons to use Apple. Just a few years ago (2016) Apple spent an enormous amount of money and reputation going to court against the US government arguing that guarding the privacy of their users even from the FBI was vital even in a case involving terrorism.

But this on-device scanning proposes to undermine that.

I think comparing EFF targets against Apple actions gives us strongly mixed results. Strongly - because you're dead on. Apple set the bar with protecting users there.

Also strongly because Apple set itself up as a supervillian over right to repair & closed ecosystems - and as an IP bully cage fighter.

You think they use a Google tracking device instead?