Photo by Paweł Czerwiński

Apple’s core product is not an iPhone or MacBook. It’s privacy.

At the last WWDC Apple announced that among "Sign in with Facebook" and "Google" buttons there will be one more with an apple on it.

The best part is that unlike Facebook or Google Apple doesn’t make any money on advertising. And therefore they have no reason to use, analyze or sell your personal data. Wow!

The only thing Apple will submit to the other side are your name and email. If you like you can even tick the box and Apple will hide your email. They will create a unique address and forward all messages to your inbox.

It means that from now on nobody will be able to collect email database and target their clients in social media or sell it to third parties.

But people just say that they need privacy. At the same time, they need seamlessness.

We want the world to anticipate our desires. We want music from our headphones to play when we get in a car, AC to start running before we get home and TV to show something that we would like to see without the need to choose.

But this is impossible without companies tracking us all the time, exchanging information and storing it for future use.

Amazon certainly believes this approach. That’s why they have made an arrangement with a real estate developer to put smart-home devices and sensors on default.

These are two opposite views on how the world should be. Interestingly, it's not for big corporations, not us to decide the future.