I think it's also just the growth of the industry in general. Tech enthusiasts care about privacy, but your average consumer is unconcerned. Only 26.2 percent of US households had an internet connection in 1999,[1] so the tech enthusiasts were a larger piece of the market. But by the time the iPhone launched in 2007, 75% of Americans were using the internet.[2]

[1]: https://abcnews.go.com/Technology/story?id=119358&page=1 [2]: https://www.statista.com/statistics/209117/us-internet-penet...