You seem to be assuming that Apple intends to force a particular set of values on its users. What it's really doing is saying it wants to apply a particular set of values to its own original programming. There is a huge difference.
That is EXACTLY what they are doing - forcing their own values down our throats. There is no real difference, when any sort of programming is available on there OWN platform!
At the end of the day, who really cares what sort of programming they offer and why is it news? There are a gazzilion other options on apples own Apple TV and apples OWN iTunes.
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I still remember that not long after Cook became a full CEO, the Messages autocorrect started obstinately correcting the word f***ing as "ducking", no matter how many times you rejected that correction. I can't be sure that was his decision, but it sure seemed that way.
The reason I stay away from the Apple Keyboard and use Swiftkey, 0 Censorship and it recognizes what I'm typing WITHOUT wanting to censor me. It gives me the option of duck or ducking, but doesn't force it on me.