The thing is, Apple as a corporation is an outlier in a lot of ways and we saw that a big part of the Jobs philosophy when he returned to the company was to cha

The thing is, Apple as a corporation is an outlier in a lot of ways and we saw that a big part of the Jobs philosophy when he returned to the company was to change it from the inside out. It's important to remember that this message Apple is putting out, they're telling all their employees the same story. That doesn't mean it's true or anything less than a position of convenience, but it does mean they are encouraging their staff to think it's true and make decisions based on that. If consumers vote with their wallets for privacy, it's in Apple's best interest to continue on this path, to express it to the employees of the company, and we all win. Of course, emotions attached to a corporation are a branding strategy, but if it causes things to happen like Apple putting out the first line of phones not bogged down with carrier bloatware, then I'll take it.