indeed in a dark place when companies put their reputation above the greater good. " >> each and every wunschnt to see a peaceful and safe society. we contribute to it. we take away from it. so we should give back to that. i know people critsase me for saying that and therefore it may fect some of the business. i doubt it. i think good citizens, good people, good company, exactly -- understand exactly what i'm saying, which they should. emily: our bloomberg business reporter adam joins us for more. looking at apple and what's happened, the rest so far this week. alan, great to have you here on the show too for the first time. adam, i want to start with you in this discussion about encryption. are now john chen is wlaying in on the other side from tim c507b8g9 is it that black and white? >> app sl taking a clear stand on end to end encrypttion. it can't break into specific messages. but apple does when a judge orders, it does supply. what they're -- they're saying now is around text messages. if i send a message to you, it completely encripts in your machine and then apple can't jump in to see