Hmm. Re: "Apple’s evolving brand promise. The old Apple promise was that you don't have to worry if the tech works. The new promise is you don't have to worry if the tech is scamming you. Everything Apple showed was about curation, safety and trust. No tracking, no scammy ads, no loot boxes, no weird credit card charges."

The evolving brand promise thing seems right to me as a general principle, but it doesn't seem either new or particularly applicable to these services. Apple has always had a major competitive advantage in being relatively free of scams and attacks---much less malware than windows, zero OEM-installed garbage compared to windows or android, SIP and App Store curation, etc. etc. But I'm not sure how that point applies to the rollout of services that are competing with established and legitimate players. Nobody's going to choose Apple over Netflix or Steam or the like on the theory that Netflix/Steam is "scammy."