Apple has _always_ pushed the privacy angle in their marketing. That's why they make pages like this one: http://www.apple.com/privacy/approach-to-privacy/ http

Apple has _always_ pushed the privacy angle in their marketing. That's why they make pages like this one: http://www.apple.com/privacy/approach-to-privacy/ http://www.apple.com/privacy/approach-to-privacy/ Secure enclave. App sandboxing. Fine-grained revocable permissions. TouchID. Differential privacy. iMessage encryption. Find My iPhone. On-device models for photo recognition. The question is how to spin it in a positive way. The developer looks at the app sandbox and fine-grained permissions and thinks "I can't run my code on my own device," and walks away. The police officer looks at TouchID and the secure enclave and thinks "I can't gather evidence," and walks away. The marketeer looks at on-device models and differential privacy and thinks "I can't understand what my users want if the device doesn't report it," and walks away. But the user (arguably) benefits from each of these things. App sandboxing, permissions, and a lack of background tasks remove the ability to run malicious code without my consent, in theory. Secure enclave and encryption remove a malicious third party's ability to intercept my communication, in theory. On-device recognition models allow me to benefit from better organization without sending my photos to some cloud vision service, in theory.