Further, the new measures do not protect data stored on the "cloud", or an i-tunes back up stored on your computer, see: Think Cops are locked out?. Both services Apple urges consumers to use for functionality and as a matter of prudence.

Accepting this is an example of Apple seeking to commodify privacy is it still then a positive one? Apple is responding, albeit in a limited manner, to consumer demands for greater privacy protection from companies. Is it demonstrative of a growing awareness by users of the need for greater privacy protections? While I accept that law enforcement and the FBI operations will not be impacted by this development, their shrill response can be seen to express underlying concern that citizens are starting to seek digital technology that at least makes them feel their communications are beyond the reach of the authorities?