Apple wants to be the only tech company you trust

At Apple’s keynote on Monday, Tim Cook took the stage with a newly refined pitch for why Apple services are different. They’re intuitive, of course, and there’s the usual Cupertino fussiness around the details, but the important point came at the end. “They’re designed to keep your personal information private and secure,” he told the audience. As each new product came out — a credit card, a news service, and a premium TV channel service — the executives emphasized how careful they were being about the data involved and how much they prized the user’s privacy.

From the right angle, you can see a broader picture of how Apple thinks about services taking shape. In streaming and digital payments, Apple is competing against a generation of…

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