"So we choose a different path: Collecting as little of your data as possible".
This isn't the first time that Cook, who previously described data privacy as a human right and a civil liberty, has criticized the practices of internet companies.
Cook also appeared to go after Facebook in the commencement address following the controversy surrounding the improper use of user data collected by President TrumpDonald John TrumpUS paid Trump's Scottish resort for VIP hotel stays: report Michael Avenatti tweets, then deletes, Fox News booker's phone number Former Trump aide working with Russian company to lift United States sanctions: report MORE's campaign data firm, Cambridge Analytica.
Zuckerberg - on the defensive as he and his company was getting slammed from all sides - had an answer for that: Apple does make money, and lots of it, from selling its computing devices to customers at a premium.
Facebook CEO Mark Zuckerberg shot back at Cook in an interview published by Vox last month. "We've elected not to do that". "Because we know it belongs to you", he said. And not at all aligned with the truth'.
Cook and Apple have been quick to distance themselves in privacy matters, putting forward what it believes is the proper way to collect and handle users' data. "And no generation has had a chance to change things faster than yours can", said Cook.
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Director-General Tedros Adhanom Ghebreyesus was expected to issue the call to action at a news conference in Geneva on Monday. For instance, "they helped keep the icing on the top of a cupcake solid and prevented it from rolling off the cupcake".
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Israeli Prime Minister Benjamin Netanyahu, President Reuven Rivlin and a host of top Israeli officials will attend. Envoys from the Czech Republic, Hungary and Romania reportedly did appear at the Sunday event.
He spoke of global warming, inequality, and Apple's commitment to the environment.
He went on to praise Apple co-founder Steve Jobs for instilling the firm with his philosophy. In every way and every turn, the question we ask is not what can we do, but what should we do, he further added. Apple made the move after it unsuccessfully fought to be exempt from a controversial new cybersecurity law in the Asian nation, but the decision alarmed privacy advocates.
In 2014, meanwhile, hackers were able to access private photographs belonging to celebrities before posting them online.
After that, Apple committed to increased transparency, and the company encrypted iPhones to make it more hard for anyone - even authorities - to get their hands on data.
"Fearless like the students of Parkland, Florida, who refuse to be silent about the epidemic of gun violence and have rallied millions to their cause", he said.
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