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You can argue about if Apple takes privacy seriously from an engineering perspective, but you can't argue against them taking it seriously from a marketing perspective.
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When it comes to the next few years of marketing consumer electronics, bet on privacy preserving features being the new killer app.
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Especially because if your phone isn't made by a sub company from your service provider they can't compete on data collection and your service provider already has your data and can sell it without loading down your phone with spyware
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Which is why I think Apple is as genuine as a giant corporate entity can get about user privacy, they are never going to compete with ISPs on the user data front, so might as well block them off at the pass. It makes economic sense.
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'We respect your privacy' is going to be the 'GMO Free / Cruelty-free / Organic' marketing of the 2020s
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And most of the times you see it, the phrase will be as specious as those were in the last decade.