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Sure. But you can replace Apple in my comment with Jobs, and it would apply equally as well, had Jobs not passed away. The article you reference points this out specifically:

> His comments arrived as Apple started to identify Google, and its ascending Android operating system, as its chief competitor. Here we see the first signs of the hardware seller deploying its privacy position as a branding and competitive tactic, a strategy that has come to the fore during its current standoff with the feds.

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