Controlling both the hardware and software gives Apple a unique marketing tool, that the company is exploiting to the fullest – though the recent squabble with the FBI shows that the iPhone maker is ready to walk the walk when it comes to enhancing the user’s privacy and security.
Because Apple makes money off of products whose software it also designs, it doesn’t feel the pressure of exploiting user data for personal gain, like other Internet companies whose revenues are tightly linked to sharing knowledge about customers with third parties for advertising purposes.
Apple’s unwillingness to transform personal data into a commodity is, thus, a feature of iOS and OS X that other operating systems do not have. And it turns out that Apple has a special team in place that oversees everything that’s related to user data and privacy. Comprised of three people who have other duties and responsibilities inside Apple, the group isn't secret, but you don’t often hear about it in the news.
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