> What Apple has done, though, is frame privacy-consciousness in terms of exclusivity and luxury. That's an interesting point. Without delving into the rest of

> What Apple has done, though, is frame privacy-consciousness in terms of exclusivity and luxury. That's an interesting point. Without delving into the rest of your comment, I'd like to expand on that one bit and add that part and parcel with exclusivity and luxury, part of Apple's brand has been simplicity, quality, and joy (or pleasure in use). Like many luxury brands ; ). Or high-end brands. It's a mix. And I think that Apple is using it's privacy features to enhance the "quality" and "simple" part of their brand in addition to the other aspects you mentioned.