Great point.  And I think my comment may have implied more of a &quot;this is a marketing play&quot; message than I intended.<p>Everything Apple has done over the past few years have really cemented their stance on privacy&#x2F;security as a top priority, even when it means sacrificing some obvious revenue in the short-term.<p>A more accurate way to phrase this is I feel privacy and security are now a part of Apple&#x27;s DNA much like design has been historically.  It isn&#x27;t just what the leadership stands for, it is what the company stands for. So when the question arises internally of &quot;how far do we fight this,&quot; I&#x27;m left with the distinct impression that the immediate response is &quot;as far as we need to in order to win.&quot;