That's quite an extreme-end of capitalist way of looking at it. Companies build a vision or image for how they behave and a lot of that is going to be driven b

That's quite an extreme-end of capitalist way of looking at it. Companies build a vision or image for how they behave and a lot of that is going to be driven by marketability. For example Microsoft has taken a very pro-developer stance since Satya Nadella took over. Not just because it's directly profitable to be pro-developer, but because it helps their long term image, culture etc. This goes a long way to explaining a lot of their recent actions like helping Github be available in Iran again and open sourcing large parts of C# / .NET. So the question becomes: are Apple being pro-privacy because it's a long term stance they want to take and make a basis for their company culture because it's something their customers really want. Or are they taking the stance simply because it doesn't impact their own profitability right now, but would drop it if there was an obvious potential income stream.