Forget the new iPhones, Apple's best product is now privacy

I have been saying this for a while. I think that Apple has clearly identified protecting user privacy as a long-term focus area and a place they can differentiate and compete against Google, Facebook and many others (except Microsoft, mostly).

Apple’s devices and software–and the company’s ethos–are now steeped in user privacy protections that other tech companies would never dream of embracing. And this isn’t a stance Apple has only recently adopted. It is something that has been building for years at the company, starting under Steve Jobs’ leadership and rapidly accelerating under Tim Cook’s reign.

This is why Apple was willing to take such a public position against the FBI when asked to bypass encryption.