Apple's direction on privacy and using their premium brand image to look after their customers first is refreshing.

I just wish there was some way they could also play fair with their tax responsibilities. Rather than having the EU force their hand and showing the Irish deal to be illegal for example.

Granted the governments that enter into such deals (or refuse to fix the loop holes) are also part of the problem.

Considering the pile of cash they sit on if anyone can set a good example it's Apple.