A few years ago, users of Internet services began to realize that
when an online service is free, you’re not the customer. You’re
the product. But at Apple, we believe a great customer experience
shouldn’t come at the expense of your privacy.
Our business model is very straightforward: We sell great
products. We don’t build a profile based on your email content or
web browsing habits to sell to advertisers. We don’t “monetize”
the information you store on your iPhone or in iCloud. And we
don’t read your email or your messages to get information to
market to you. Our software and services are designed to make our
devices better. Plain and simple. […]
Finally, I want to be absolutely clear that we have never worked
with any government agency from any country to create a backdoor
in any of our products or services. We have also never allowed
access to our servers. And we never will.
That Tim Cook and Steve Jobs are very different people has been a common refrain for three years, and it came up again this week in his interview with Charlie Rose. But one trait they share is the ability to write in simple, straightforward words. I say clear writing is a sign of clear thinking. Tim Cook and the rest of Apple’s leadership are serious about this — both as a moral issue and as a competitive advantage to tout over Google. They should have called this “Thoughts on Privacy”, because it reads an awful lot like Jobs’s “Thoughts on Music” and “Thoughts on Flash”.