Is there something different about Apple's end-to-end encryption?

We have signal, Whatsapp, matrix, telegram, ssh, file sync, file backup, and a whole host of other services that have all been end-to-end encrypted for the laymen for years. But authorities seem especially "deeply concerned" with Apple's attempt [1].

Is there something different or special about Apple's strategy that makes it harder to hack, or is this a case of Apple news selling?

[1] https://futurism.com/the-byte/fbi-apple-new-encryption-deeply-concerning