Trust is like the stock market. Escalator up, elevator down. When an individual places trust in something they typically do so because that trust has been won through unwavering commitment over time. When we speak of brand trust – or trust with a company – committed relationships work much the same. Especially as that trust applies to technology in an era of cloud.

But here’s the thing about trust. If it’s not built with transparency, it is created under false pretenses – smoke and mirrors – and, in the long-term, will never stand. This is the unfortunate case with Apple. And here I will explain exactly when I stopped trusting them and why, and what I’m doing about it.