I think it’s not so much that Google and Facebook will outdo them in this area, but about why they are so much more vested in and therefore better at technologi

I think it’s not so much that Google and Facebook will outdo them in this area, but about why they are so much more vested in and therefore better at technologies that are opposed to privacy. Google and Facebook as businesses are all about collecting information about their users and monetizing it, which is inherently anti-privacy. Apple and Microsoft actually sell something (hardware and software, respectively), so the smart move for them is to position themselves as firmly pro-privacy—because they can whereas Google and Facebook cannot (without finding new business models). We will increasingly see Apple and Microsoft using privacy features as a competitive advantage against Google and Facebook. We’ve already been seeing this with Apple quite a lot recently, now Microsoft is following suit.