The Infinite Brief

“The narrative that some companies will try to get you to believe is: ‘I’ve got to take all of your data to make my service better.’ Well, don’t believe them,” Cook said

Some argue that Apple’s more conservative approach is damaging to the development of core products like Siri, especially in the face of fierce competition from Amazon’s Alexa. But Cook reiterated the company’s “collect as little data as possible” stance, saying he considers privacy “one of the most important issues of the 21st century.”