Earlier quoted context omitted.
I don't know enough about their new ethical approach to say whether it's PR, whether it's just a few well-publicized decisions, or whether it's broad-based and substantial. I'm not saying either way; I just don't know. But it could make me a loyal customer much more than cool design and fashionable cache ever would.
When they took on the FBI I decided that it was more than just vacuous PR. A PR person would bristle at the idea of denying to unlock the phone of a terrorist. It took real cojones for Apple to stand up for privacy at such a time.
[1] : http://www.nytimes.com/2016/02/19/technology/how-tim-cook-be...