[jmh42]

Like it says in the video, it's mostly a business decision. All the companies in the top list are customer/user facing, while Amazon's AWS is not customer facing at all. It's about the customer's impression of the platform they are interacting with on a daily basis (presumably not Linkedin). Standing up with Apple on this issue shows their users they are (also) serious about their privacy.

Turn the tables for a second:

What would the US do if a foreign government had access to their citizens' information?

Would it become an issue of nationalism to use your own country's homegrown smart phone, browser, social network, etc?

[LoSboccacc]

it's is mostly a business and pr decision

"Apple had asked the FBI to issue application for iPhone passcode cracking tool under seal, but government made it public, prompting Tim Cook's public remarks"[1]

so no, apple doesn't really have the security of user in mind, it's just turning this on its head and putting up a show

[1]http://www.nytimes.com/2016/02/19/technology/how-tim-cook-be...