Like it says in the video, it's mostly a business decision. All the companies in the top list are customer/user facing, while Amazon's AWS is not customer facing at all. It's about the customer's impression of the platform they are interacting with on a daily basis (presumably not Linkedin). Standing up with Apple on this issue shows their users they are (also) serious about their privacy.
Turn the tables for a second:
What would the US do if a foreign government had access to their citizens' information?
Would it become an issue of nationalism to use your own country's homegrown smart phone, browser, social network, etc?
"Apple had asked the FBI to issue application for iPhone passcode cracking tool under seal, but government made it public, prompting Tim Cook's public remarks"[1]
so no, apple doesn't really have the security of user in mind, it's just turning this on its head and putting up a show
Turn the tables for a second:
What would the US do if a foreign government had access to their citizens' information?
Would it become an issue of nationalism to use your own country's homegrown smart phone, browser, social network, etc?