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The problem because of this subset of otherwise loyal European iPhone users is that Apple isn’t offering enough privacy. These users want more choice over key elements like the search engine that may be established as the default in Safari on iOS (Apple currently offers four choices: Google, Yahoo, Bing and DuckDuckGo, all U.S. Additionally it is being called out over other default configurations that undermine its promises to follow a personal privacy by design idea. Such as the iOS location services setting which, once enabled, non-transparently turn an associated sub-menu of configurations – including location-based Apple advertisements.

As the saying goes you can’t please all of the people constantly. But the new normal of the saturated smartphone market is imposing new pressures that will require a reconfiguration of approach. Certainly the challenges of income user and growth retention are only going to step up from here on in.

At least barring some miracle new piece of Apple hardware – yet to be unboxed but which somehow rekindles smartphone-level demand afresh. With smartphone hardware substitution cycles slowing, the pressure on Cook to speed up services revenue normally steps up – which could in turn increase pressure on the core principles Cupertino likes to flash around.

Yet without concepts there may be no brand superior for Apple to control. In order that way damage absolutely lies. It’s true that controlling the iOS experience through the use of certain limits to deliver mainstream consumer friendly hardware served Apple well for years. But it’s also true iOS has grown in complexity as time passes having dropped some of its control freakery. Elements that were locked down have been exposed – like the keyboard previously, for instance, enabling third party keyboard applications to be installed by users that desire to rethink the way they type.

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This change means the imposed limit on which se’s users can pick to set as an iOS default appears progressively hard for Apple to justify from a consumer experience viewpoint. Though of course from a business PoV Apple benefits by being able to charge Google a large sum of money to stay in the plum search default spot.

9BN have never been confirmed. Not when personal privacy is significantly central to the superior the Apple brand commands. Cook has also made a point of and publicly attacking the ‘data industrial complex‘ strongly. Yet without mentioning the inconvenient side-note that Apple also engages in trading user data for profit occasionally, albeit indirectly.

In 2017 Apple switched from using Bing to Google for Siri web serp’s. So even as it offers stepped up its rhetoric around user privacy they have deepened its business relationship with one of the Western Internet’s main data suckers. All of which makes for an extremely easy charge of hypocrisy. Its support for an evergrowing but still very niche product in what exactly are mainstream consumer devices can be an exemplory case of Apple being true to its phrase and actively championing privacy. But that type of compromise position appears more and more problematic for Apple to defend.

’t selling your computer data by default might still appear very pricy but at least you’d be getting something more than just shiny glass for all those extra dollars. However the iPhone isn’t actually that telephone. Apple may be going for a view that the most privacy sensitive iPhone users are effectively a captive market with little option but to buy iOS hardware, given the Google-flavored Android competition.