Apple CEO warns of "crisis" for digital privacy landscape.

Tim Cook, CEO of the world’s largest tech company Apple said there is an impending crisis in regard to online privacy.

The comments were made in an interview with ABC News’ Diane Sawyer as Apple’s head attempted to distance the company from the recent controversies that have engulfed Google and Facebook.

“Privacy in itself has become a crisis,” he said, “it’s of that proportion- a crisis.”

Cook was attempting to reiterate the fact that Apple’s business model diverges from that of Google and Facebook in terms of the collection of personal data; this comes in to play considering Apple doesn’t rely on the practice of advertising for revenue.

“You are not our product,” Cook continued, business models of Facebook and Google.

“Our products are iPhones and iPads,” he explained.

“We treasure your data. We wanna help you keep it private and keep it safe,” he said.

According to Business Insider’s Lisa Eadicicco, “Apple doesn’t benefit from gathering data about consumers, as companies with booming advertising businesses would. But it does make money from its partnership with Google that secures its search engine as the default on the iPhone’s Safari browser."

"Apple and Google haven’t disclosed the terms of their agreement, but Goldman Sachs analysts estimated in September that Google could pay Apple as much as $12 billion in 2019.”

Tim Cook became Apple’s CEO in 2011, and has noticeably advocated for the protection of people’s data, and a right to privacy. Earlier this year, he wrote an op-ed in Time Magazine called “You deserve privacy online. Here’s how you could get it,” which called on the reining in of data brokers. He has voiced his concerns and urged further regulation for data brokers.

Cook closed the interview with an ominous quote: “The people who track you on the internet know a lot more about you than if somebody’s looking in your window… a lot more.”

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