One of the recent and more interesting marketing pivots Apple has done in recent years has been to bang the drum about privacy. I'm not naive enough t

One thing Microsoft didn't discuss: Windows 11 privacy

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2021-06-26 20:00:02

One of the recent and more interesting marketing pivots Apple has done in recent years has been to bang the drum about privacy. I'm not naive enough to think Apple actually cares about its customer's privacy, but it is an incredibly powerful marketing tool either way. By attacking ad-driven business models and hard-baking privacy tools into iOS, Apple preys upon people's fears that Android isn't secure, and isn't private. By proxy, Apple is claiming that iOS and iPhone is the solution, against a backdrop of companies like Facebook, who play fast and loose with customer data.

Even if Apple is exploiting the fears for cynical reasons, the end results for the user are still a good thing. In our heavily connected, heavily surveilled world, anxiety about government and big tech overreach is at a fever pitch. And Microsoft has increasingly fallen on the wrong side of this argument.

At the Windows 11 event yesterday, Microsoft had an opportunity to meet some of these concerns, founded or not. Yet, it chose not to. As more and more of us become aware of how our data is being used and abused, Microsoft's marketing department effectively gave Apple another tool to attack Windows.

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