I think people increasingly do care, and will care more and more.

Some points:

* The revelations of Snowden and all the many hack attacks in the news have impacted the average Joe * Many security experts expect more downfalls in the short future. For instance, cyberwarfare has relatively just begun. * As example, in Germany, people are much more conscious about privacy. * And think now about people who want to secure their crypto assets investments.

All in all, I think Apple is betting properly on security and it will have an economical reward.