It will be interesting to watch Apple lean hard into privacy as a feature. It is a smart play given their position in the market, and fits the current zeitgeist but it does seem to set a bar that Apple is going to have to clear going forward. People like privacy, but if Apple is perceived to be acting hypocritically (as in we should watch what is done with iAds and app store advertising) then it could really come back to bite them.

I found the add extremely thoughtful in its use of imagery. The guy "helping" the protagonist by giving his personal information to the taxi driver is a clever way to demonstrate how convenience is not always better than privacy. The lady giving him a toothpaste in the store too.

I see quite a few reference to popular companies that have a great deal of privacy drama problems and Apple is capitalising on it.

I'm still bothered by how excited they were to role out the exposure notification API.

https://developer.apple.com/documentation/exposurenotificati...