"We built the iPhone for you," Tim Cook said to the audience. "This is an issue that impacts all of us and we will not shrink from this responsibility."

He added: "We did not expect to be in this position, at odds with our government. But we believe we have a responsibility to help you protect your data and your privacy.”

This is Apple's opportunity to get in a few words before its public hearing tomorrow, when the company will defend its choice to not provide the FBI with a way into the San Bernardino shooter's iPhone 5C. The method would require installing a unique version of the operating system that would allow the FBI to repeatedly try password combinations without fear of deleting the entire system.

Cook's words were a smaller nod to the national debate than many expected, but the Apple CEO made it clear that while this case is important, the Apple products are still the focus of today's event.