From Neil Shah's "Apple's PaaS," posted last week by Counterpoint Research:
Apple is bold & brilliant.
Since the launch of the first iPhone & iOS 12 years ago, Apple has transformed into a company sitting on a gold mine of more than a billion premium users. It has a strong understanding of how to respect and protect those users, while extracting the gold in a timely manner...
We are now in the 15th year of the iOS platform update and for the past five years, Apple has astutely started building its focus and narrative around “privacy”.
The privacy narrative has been deliberate and cleverly executed, providing many benefits – the biggest of which is building “trust”. This is usually the toughest part as companies need to “walk the talk”; Apple has been relentless with its engineering to bake in the privacy layer across its entire ecosystem.
- Position “privacy as a fundamental right” for the users
- Commence the “privacy plumbing” work across the products for better flow of “trust”
- Unveil piece by piece privacy features with every update
- Go on offense and double-down on a privacy-centricity updates this week at its annual WWDC21 conference
- With trust gained, begin to monetize with Privacy-as-a-Service and more
My take: Shah gets it. In this context, the scary, trackers-go-poof ad Apple aired just before WWDC feels like the planting of a flag.