Fast Company:

Of course, this week Apple introduced its newest iPhones, the iPhone XS, XS Max, and XR. Once again, journalists, analysts, and armchair Apple pundits have taken to social media to state that the new iPhones are Apple’s best products ever.

Yet I no longer think this is a true statement. I now believe the best product Apple offers is intangible, yet far more valuable than a flagship smartphone. The best product Apple has—and the single biggest reason that consumers should choose an Apple device over competing devices—is privacy.

Thanks to my pal Justo for the heads up on this one. I couldn’t agree more.