the way they respond to security and privacy incidents + publishing technical security + privacy papers / docs
And do they approach Security as a Feature or as a Process. The fingers on one hand are enough to count them...
Apple = Run more commercials with black backgrounds and white text that says
SECURITY
PRIVACY
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Heyyy it never said "good privacy" perceive as you want...
Don't publicly acknowledge that you were the reason someone got murdered and 1000 VIPs got hacked.
One day when I'm deemed a 'Baddie', I looked at Apple as inspiration.
Good one, yes, that is important.