Earlier quoted context omitted.
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.
I supported Apple's stand against the FBI, but believing it's purely altruistic would be simplistic and optimistic thinking at best. When safety and security are your perceived selling point, it's the best PR you can have. I'm not entirely sure about the validity of this nytimes article [1], but if we believe it, Tim Cook had asked FBI to submit their request 'in private' - but FBI did it openly, so Tim Cook 'had to'…
Only safety and security weren't Apple's "perceived selling points".
They were mostly touted for user friendliness, it just works, being the first to bring some technologies to market in a well-thought way (e.g. as opposed to crude crap for early adopters), style, high-end ("luxury") items, etc.