[rookonaut]

Could the problem with the damaged brand be a reason why Apple is so keen on becoming a "privacy-as-a-service"-company?

[scarface74]

On one hand it is mostly bull. Apple has the benefit of having a “strategy credit” since selling user data is not part of its business model.

But on the other hand, I can’t help but think that a gay CEO who grew up in Alabama really cares about privacy.

[MBCook]

I think Apple is doing that because they’re out of growth otherwise. They’ve sold most all the iPads and iPhones and Macs they can. The numbers may go up but nothing like when the iPhone was still growing.

Services is the only part of the business that may have more than small growth levels left in it.

[superkuh]

No. Apple cares about privacy and security because it wants to become a bank and payment processor. It had/has so much liquid capital it just makes sense. They've been moving that way ever since 2013 or so. All the concentration on security is so that their phones can be payment terminals and Apple can seek rent.