> Wonder if this will help to kill a meme, aboyt how much Apple cares about users and what great values they have, how they're going to stand for the user, fight with governments, etc.
In this instance, Apple decided to continue to not encrypt iCloud backups because, according to one source,
> […] the company did not want to risk being attacked by public officials for protecting criminals, sued for moving previously accessible data out of reach of government agencies or used as an excuse for new legislation against encryption. [0]
Apple's stance on privacy is more than mere marketing and more than a meme, but their legal team decided that encrypting formerly unencrypted backups, which had already been used as evidence in previous cases, is ill-advised.
Most people, including technically knowledgable users here on HN, were unaware iCloud backups have always been unencrypted. Many of us concerned about privacy have avoided iCloud backups because they are subject to subpoena.
I wish Apple would (have) offered encrypted iCloud backup as an option, and I understand why they chose not to. However, I disagree that their stance on privacy is mere marketing. Apple has a balance to strike between the issues of encryption, privacy, and law enforcement, and their products are not perfect for either users or law enforcement.
That doesn't mean Apple doesn't care about its users and their privacy.
[0] https://www.reuters.com/article/us-apple-fbi-icloud-exclusiv...