People have become so close with their smartphones that they entrust it with more information than their friends know. In addition no brand is more loved than Apple, with many celebrities being ambassadors to the brand. The brand is planning to introduce new payment and health services next week.

For the average consumer two-factor-authentication means nothing, but they will start distrusting Apple more and will be more careful with data. This does not mean they will use more and better security. The average consumer will just stop using some of these services.