What the report says is true, in our experience. Privacy protection products, privacy safeguarding functionality, a respect of privacy — or even an aura of interest in privacy — is indeed marketing leverage in a post-Cambridge Analytica business world. The article focuses on new products and services in the overall data protection space, and we're flattered to be singled out. Innovation is spotlighted in the privacy sector, and that innovation matters at this time.
The article shows the gravity of the trend by pointing out that even Apple, who did not have a presence at CES 2019, uses a privacy angle to promote itself at this moment. "What happens on your iPhone stays on your iPhone," reads the billboard featured in the article, as well as the lead paragraph. That's catchy. Phys.org simply uses that to point out the popularity of the trend. The Apple billboard is good evidence of how privacy has entered a greater consciousness, to the point of affecting marketing.
So does what happens on your iPhone stay on your iPhone? No. Now, our intention isn't to split hairs or be needlessly difficult or contradictory. But what happens on your iPhone ends up in innumerable databanks, without regard to Apple's platform. Apple surely has privacy or security features it would point to in order to justify its claim. The pervasive surveillance tracking in modern society is a greater issue, though — one that's not interrupted by using Apple products or any particular phone.
Our point: Yes, privacy angles matter to marketing at this time. The article is correct. More importantly, privacy itself genuinely matters in our world at this time. We've been transparent about the observations and beliefs that led us to build the Winston device. These subtleties are worth exploring before trusting someone in the growing economy around privacy.
You can read the Phys.org piece and see the Apple billboard here.