In California, lawmakers recently passed a state-wide data protection law. This could pave the way for nation-wide regulation to be brought in, though it remains to be seen whether Apple’s endorsement can help this process along.

Unlike advertising-based business such as Facebook and Google, Apple has largely sidestepped the recent techlash.

The iPhone maker generates almost all of its income from selling hardware like smartphones and laptops.

However, just two years ago, Apple was under pressure from European officials after allegedly failing to pay 13.1 billion euros ($14.9 billion) in taxes after the EU concluded that Ireland had granted the firm undue benefits.

“Our own information, from the everyday to the deeply personal, is being weaponized against us with military efficiency. Taken to its extreme, this process creates an enduring digital profile and lets companies know you better than you may know yourself.”

“We must never stop asking ourselves what kind of world do we want to live in?” Cook said.

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