It's undeniable that part of this stance is simply asserting that Apple products are designed with user interests in mind. Implying that some other companies ha

It's undeniable that part of this stance is simply asserting that Apple products are designed with user interests in mind. Implying that some other companies have different interests in mind, and sure, you can draw your own conclusions about the products of those companies. Yes, drawing this contrast is a marketing opportunity, and it makes no sense for Apple to pass it up, so Tim doesn't. But I think just as importantly this stance is about girding for a fight against government-mandated back doors. After some noise about this from parts of the US government, some important people in government have started to come to their senses, but that doesn't mean it's over, whether in the US or with other governments around the world.