> There are also many people who are more concerned about privacy from businesses than from governments.

We're living in an interesting time that may (or may well not!) turn out to be a pivot point in this question. People being ICE'd based on data traces they leave in commercial products may well make this kind of question more tangible to non-technical folks.

> Although the Cloud Act and similar issues with the US are much discussed here, I see no sign it loses American big tech much business.

If that is true (which it may or may not be) then it would also mean competing on privacy isn't a winning move, whether within or outside the US.

Marketing can do a lot to create trust.

It's not all or nothing. Depending on your threat model, Apple's services might be fine. But I guess most people don't think enough about the implications of storing many years worth of data at a US company like Apple.

Apple has actually proven itself over a long period of time on this issue. Maybe Mozilla has as well (do they encrypt telemetry logs etc for people with a Mozilla login?) but I haven't heard so much about that.

Yes but Apple is also avoiding collecting a huge amount of data, e.g. by doing things on-device.