SAN FRANCISCO — It took six years for Apple to persuade China’s largest wireless carrier, China Mobile, to sell the iPhone. Apple’s chief executive, Timothy D. Cook, made repeated trips to China to meet with top government officials and executives to woo them personally.
The persistence paid off. In 2013,China Mobile relented, a moment Mr. Cook later described as “a watershed day” for Apple.
Today, China is Apple’s second-largest market after the United States — Chinese consumers spent $59 billion on Apple products in the last fiscal year — and the iPhone, the company’s top seller, has become both a status symbol and a form of personal security, given how difficult the device is to break into in a country where people increasingly worry about hacking and cybercrime.
Apple’s success in China helps explain why it is now in a standoff with the United States governmentover whether to help officials gain access to the encrypted iPhone of one of the attackers in the San Bernardino, Calif., mass shooting last December.
The company is playing the long game with its business. Privacy and security have become part of its brand, especially internationally, where it reaps almost two-thirds of its almost $234 billion a year in sales. And if it cooperates with one government, the thinking goes, it will have to cooperate with all of them.
“Tim Cook is leveraging his personal brand and Apple’s to stand on the side of consumer privacy in this environment,” said Mark Bartholomew, a law professor at the University at Buffalo who studies encryption and cyberlaw. “He is taking the long view.”
Mr. Cook, who has called privacy a civic duty, said as much in a letter to Apple customers on Tuesday. He described how the United States government was asking for a special tool to break into the San Bernardino attacker’s iPhone and said, “The government suggests this tool could only be used once, on one phone. But that’s simply not true. Once created, the technique could be used over and over again, on any number of devices.”
An Apple spokeswoman declined to comment beyond the remarks in Mr. Cook’s letter.
The business advantage Apple may get from privacy has given critics an opening to attack the company. In a court filing on Friday, the Justice Department said Apple’s opposition to helping law enforcement appeared “to be based on its concern for its business model and public brand marketing strategy.”
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