[1] https://www.apple.com/newsroom/2021/01/data-privacy-day-at-a...
[2] https://www.inc.com/jason-aten/apples-privacy-update-is-turn...
However I do believe that Apple is only doing what you describe as a PR move. At the same time Apple fight other's advertising and tracking they are strengthening their own version of this. That users get something good out of it is strictly a side-effect. Promoting Apple because of this is in my opinion worse than promoting Facebook for their behaviour as they don't try to sell it as "protecting their users" as far as I know. Using an Apple phone is likely better than one Facebook had its hands on but the thinking and ethics behind is worse in an Apple product as they are successfully being extremely disingenuous towards their users about protecting their privacy.