The Infinite Brief

Unlike companies such as Google and Facebook, Apple’s business isn’t focused on advertising, and therefore it does not benefit from collecting data to improve ad targeting.

“You are not our product,” he said. “Our products are iPhones and iPads. We treasure your data. We wanna help you keep it private and keep it safe.”

Although Cook described privacy as a crisis, he added that he believes it’s a “fixable” problem. “And we just have to, like we’ve done every other point in time, when we get together it’s amazing what we can do. And we very much are an ally in that fight.”