Comment by hellofunk

Apple is putting itself in an entertaining position in the industry. Most big tech firms have a business model that depends on user data. By explicitly taking the other side of that model, a fascinating new conflict is emerging between tech giants. And Apple is at least positioning itself on the sympathetic side of billions of users in this arena. This conflict will not die down -- the entire FB and Google business models cannot suddenly change to move away from user data collection, so this tech war will only get more pronounced and dramatic as time passes.