I now believe the best product Apple offers is intangible, yet far more valuable than a flagship smartphone. The best product Apple has–and the single biggest reason that consumers should choose an Apple device over competing devices–is privacy.Forget the new iPhones - Apple’s best product is now privacy

We spend months, sometimes years, iterating features that we believe will turn into great products. This sentence captures something that’s been in the back of my head for some time, that great features and products all begin with our values. Privacy is a core value at Apple and they apply it to every aspect of their features.