It was the elephant in a rather tightly packed room this morning, so naturally Apple CEO Tim Cook grabbed it by the trunk.
"We need to decide as a nation how much power our government should have over our data and over our privacy," he said at the company's March keynote.
"We did not expect to be in this position at odds with our government, but we believe strongly that we have a responsibility to protect your data."
He was, of course, referring to Apple's highly publicised encryption battle with the FBI. Tomorrow is a huge day for the company, with both sides heading into federal court.
"This is an issue that impacts all of us and we will not shrink from this responsibility," said Apple's boss.
Right then. Cool as a cucumber, that man. Pity the judges that will have to decide on this issue.
And with that out the way, it was down to business.
If big is beautiful, small is sublime as Apple set out to prove today, revisiting the old days and shrinking one of its key gadgets.
"Some people asked us, some people even pleaded with us to please keep the four-inch in our line-up," said Apple vice president Greg Joswiack.
So step forward the new iPhone SE. It gives the four-inch screen another run, combining the size of the iPhone 5 series with specs taken from the iPhone 6 and 6S.
While the runt of the current litter, it still packs a punch housing an A9 processor, while its 12 megapixel camera can shoot 4k video and it has the Live Photos feature. In fact, all it seems to be missing is 3D Touch.
"Whether this is your first phone or you just love phones, we think you're going to love it," said Mr Joswiack.
A phone like this could do well in Apple's emerging markets such as India. It's also tilted to current iPhone users keen to upgrade, but not at the price of its flagship phones.
Apple is doing well to hedge its bets. iPhone sales have been falling as people hang on to their current models, so too have sales of the iPad.
It looks like the Air has been retired. For the latest incarnation, it's a smaller iPad Pro.
"An iPad Pro so capable and so powerful, it truly is the future of computing," said Mr Cook.
The new iPad Pro will be 40 percent less reflective, 25 percent brighter, and have 25 percent greater colour saturation than the Air 2.
It has something called 'True Tone' display, which responds and adapts to the light around you.
Four-channel ambient light sensors adjust the display to match your environment, so what you see is easier on your eyes.
iPhone SE
Small iPad Pro
Apple Watch
iOS9.3
TVOS 9.2
Newshub.
