I think Apple has (with varying success) been making that pitch for several years.
Not sure where you got the idea of “icloud syncing your every move” but literally every icloud implementation can be disabled at your discretion.
I for one only have my reminders, wallet, calendar and drive synced.
Even with that said, none of this implies a lack of privacy in any way.
And it’s sole purpose is to help people find their devices, it’s saved many people i know from a very large catastrophe.