It is out-of-step with everything they've been doing up to this point, and it makes me wonder who has something over the head of Apple that we aren't hearing about. The stated benefits of this tech are far outweighed by the potential for harm, in my view.
If Apple pushes forward on this, I want to hear a lot more from them, and I want it to be a continuing conversation that they bear until we all understand what's going on.