Perhaps I’m just cynical but I can’t help but think all of the Apple execs have had “best for the consumer” drilled into them for the purposes of the antitrust issues that are inevitably coming. If I were a shrewd Apple exec trying to posture against antitrust litigation and/or regulation I’d be sprinkling “best for the consumer” at every possible opportunity. Memos. Emails. Slide decks. Fucking everywhere. There’s no down side to mentioning it and a ton of upside if the document ever becomes public.