Seven years into his tenure as Apple CEO, Tim Cook dinner stays a well-liked man, particularly in an Apple retailer in New York, the place he not too long ago waded via a sea of adoring Apple followers pleading for selfies earlier than he sat down with VICE Information Tonight for an interview.
That is partly as a result of Cook dinner’s rivals in Silicon Valley have set a low bar. Already below fireplace for being a instrument for voter suppression and misinformation in the course of the 2016 election, Fb introduced Friday that it had found the most important safety breach within the firm’s historical past, affecting 50 million customers.
Cook dinner mentioned that form of knowledge breach received’t occur at Apple, as a result of the non-public knowledge Apple collects stays locked on iPhones, and even Apple can’t entry it. “We’re not within the enterprise of constructing the detailed profile of you,” Cook dinner mentioned. “The way in which we go into product design, we problem ourselves to gather as little as potential. And when now we have it, we problem ourselves to encrypt it ultimately.”
That has come at a value to Apple’s enterprise. Apple Music, for instance, might construct detailed profiles of customers and promote that to advertisers, as rivals Spotify, Pandora, and Google Music do. However Cook dinner considers that an affront to the fundamental promise of the Apple model. “We do not learn your messages,” he mentioned. “This stuff, even in our heads, are offensive, proper? To consider, these are non-public communications and intimate conversations that you’re having. And so we would not even take into consideration that.”
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