I get where you're coming from; I too feel a great cynicism when it comes to corporate proclamations of values. However, I also think that balancing out ever-present greed and short-term thinking are people who sincerely believe in the values presented; people working at Apple who believe that those values will lead to greater value over the long term; people working at Apple who believe intrinsically in those values being greater than the profit motive.

I think that though it's useful to a first approximation to think that a corporation always values profit uber alles, it's also helpful sometimes to step back and realize that a corporation is also in sum the actions of people who work for it. For example David Atkins has made a career of holding corporations to their own statements of values and pointing out to PR executives when 1. their actions are in conflict with their stated values and 2. when that conflict is/can lead to worse profit outcomes. After all, a corporation is not a perfect profit-maximizing entity, and can often benefit from external signals.

In short, I think that though it is easy to cynically dismiss Apple's statement of values of privacy as a human right, that statement itself can have real world effects and consequences if we choose to hold them to it.