Walt Mossberg: Apple’s Latest Product is Privacy | Re/code

From an Apple + privacy reality check

"These bold assurances about privacy weren’t a first for Apple. But their prominence at its big annual event escalated a recent campaign to emphasize that the tech giant stands for privacy — and that, by implication, Google does not. At the same time, Apple’s case for privacy isn’t airtight.

In effect, privacy itself is now a key product — and a key marketing point — for Apple, as much as the Apple Watch or the skinny new MacBook. (I can’t help but wonder whether we’ll one day see Apple privacy ads during the Super Bowl, complete with the company’s typical gorgeous images and earnest executives speaking against a glow-y white background.)"

Walt Mossberg: Apple’s Latest Product is Privacy | Re/code