“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,” Cook said. “In every way, at every turn, the question we ask ourselves is not ‘what can we do’ but ‘what should we do’.”
Needull in a haystack 