[orky56]

At their size & scale, these tech behemoths want to be your platform and be in between everything. So the question becomes, everything else being equal among them which would you choose and why? Privacy is a good enough reason for me and I'm sure others as well.

Since the beginning, Apple wants to justify its premium by it just works which has allowed novice users to use their Macs and then iPhones and other products. With privacy, it's another one of those "it just works" plus "you don't have to worry about it".

If Apple can tie security to its already high brand equity, it will be and continue to be in a good place in today's fear mongering world. It's always better to sell a pain killer than a vitamin and security is top of mind for consumers now more than ever. If nothing else their advertising campaigns are pushing that education onto consumers.