What we do know is that Apple has arguably overdemonstrated that it is a passionate and vociferous advocate for consumer privacy," Ertl continued. "Therefore, I don't think it's very likely that they are going to undermine the trust they have generated among the more than 1 billion people using their devices with this technology," he added. "Privacy has become Apple's brand, and I'm sure the company will take every measure necessary not to compromise such a core principle.