Apple wants to be the only tech company you trust

Russell Brandon examines how Apple has positioned itself as a privacy-minded alternative to Google and Facebook:

 In streaming and digital payments, Apple is competing against a generation of tech companies that are all deeply influenced by Jobs and the iPhone. A good sense of design and software ecosystems are table stakes but not enough to give them an edge against Google and Facebook. Apple’s edge is that, unlike those giants, it doesn’t sell targeted ads, and it doesn’t collect and distribute the massive amounts of personal data associated with that. Given the choice, Apple is guessing you’ll want the digital wallet without the billion-dollar ad business attached. In that way of thinking, online services compete on trust, and Apple is pitching itself as a privacy provider.


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