Apple's developers conference highlighted some hot button topics that have been widely publicised of late. Of these, the most infamous is related to privacy and security, and when you consider that 2018 has brought us both Cambridge Analytica and the EU's new data protection laws, the timing seems perfect for Apple to make a strong showing in this department.
Additional to the cookie diet, Apple are also taking steps to address the issue of smartphone addiction, which must be a delicate topic for a company such as theirs who's bottom line relies heavily on this addiction. This will be done by helping users track the amount of time they spend using their phones.
All in all, what actually happens out of all of this remains to be seen, but it's definitely a step in the right direction.