Apple makes things that look cool. And it’s easier to sell millions of those cool devices all over the world when people feel safe using them.
That’s why the tech giant is pushing back so hard against a new court order that would require the company to help the Federal Bureau of Investigation break into an iPhone — Apple objects to the idea on a philosophical basis, but it also makes good, solid business sense to tie its products to privacy and security, analysts say.
“When I buy an iPhone, I want to have that privacy, I want to have that security,” said David Kennedy, CEO of cybersecurity firm TrustedSec.
Tim Cook’s fiery response to a court order asking one of the world’s most valuable companies to provide the FBI “reasonable technical assistance” in unlocking an iPhone 5C used by one of the San Bernardino shooters is hardly the first time the Apple chief executive has taken a hard line on encryption and privacy.
Cook called privacy a “fundamental human right” in an interview with NPR last October, and he has chastised companies that make money by “lulling their customers into complacency about their personal information” — though he always stops just short of explicitly naming Facebook or Google.