During his commencement speech at Duke University today, Apple CEO Tim Cook addressed the data privacy scandals currently roiling the tech industry, comparing his company to Facebook without mentioning it by name:
"We reject the excuse that getting the most out of technology means trading away your right to privacy. So we choose a different path: Collecting as little of your data as possible, being thoughtful and respectful when it’s in our care. Because we know it belongs to you. In every way and every turn, the question we ask is not what can we do, but what should we do."