I think what strikes me the most about the new privacy policy* (and the associated mini-site) is just how /readable/ it is. No legalese. No 50 pages of undecipherable jargon. It's plain text an Apple clearly /wants/ you to read it and understand what their privacy policy is and privacy practices are. Yes, there's still the questions about PRISM etc and the NSA, but in terms of everyday use of their products, what they share with 3rd parties, and their law enforcement policies - I find the language very refreshing.
This is actually part of a broader and encouraging trend of non-shitty terms of use and privacy policies. Microsoft and Google actually also write in relatively readable, plain English.
*https://www.apple.com/privacy/privacy-policy/