Apple events follow a consistent pattern that rarely changes beyond the details of their particular announcements. This consistency becomes its own language. Attend enough Apple events and you start to pick up the deliberate undertones that the company wants to communicate but not directly express. These are the postures and facial expressions accompanying the words of the slides, demos, and videos.
Five years ago I walked out of the WWDC keynote with a feeling that those undertones were screaming a momentous shift in Apple’s direction, that privacy was emerging as a foundational principle for the company. I laid out my interpretation of Apple’s privacy principles in this piece in Macworld. Privacy had been increasing in importance for years before at Apple, but that WWDC keynote was the first time the company clearly articulated that privacy not only mattered but was being built into its foundational technologies.
This year I sat in the WWDC keynote, hearing the undertones, and realized that Apple is upping its privacy game to levels never before seen from a major technology company. That is, beyond improving privacy in its own products, the company is starting to use its market strength to extend privacy through the tendrils that touch the Apple ecosystem.
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