Some interesting speculation:
"More than restricting the present, Apple could deploy its billions to build a better digital future. In particular, I wonder why Apple isn’t working feverishly to create new privacy-minded versions of social-media services the world needs.The Incredible Shrinking Apple | NYT
Take messaging, for starters. There is a strong moral case for Apple to turn iMessage, its encrypted messaging app, into an open standard available to anyone, even Android users, who currently lack many privacy-minded messaging apps that aren’t run by an ad company or aren’t friendly with the Chinese government.
There might be a business case, too. Mark Zuckerberg, Facebook’s founder, recently reoriented his company toward messaging. As Will Oremus noted in Slate, the move brings Facebook into direct competition with Apple. This presents an opportunity for Apple to turn a cold war into a hot one; Apple could swiftly undercut Mr. Zuckerberg’s ambition by freeing iMessage and bringing the gift of privacy to the non-Apple world.
Here are some other big ideas: Apple could embark on a long-term project to create a privacy-minded search engine to rival Google’s. It could build an ad-free Instagram (its founders just left Facebook in frustration). It could create a YouTube that isn’t a haven for neo-Nazis"