During a inaugural address to Duke University Sunday, Apple CEO Tim Cook uses some well-known platitudes, telling students to make bold decisions, face challenges, and not be afraid to break with conventional wisdom ,
He also appeared again on Facebook and his handling of user data.
"We reject the excuse that making the most of technology means losing the right to privacy," Cook said. "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's yours."
The comment reiterated Cook's earlier criticism of Facebook, which has endured months of criticism after it became known that a political data analytics company, Cambridge Analytica, could gather data for nearly 90 million Facebook users.
"I would not be in this situation," Cook told reporters Recode and MSNBC in March.
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"The truth is we could make a lot of money by monetizing our customers ̵
Cook also called for stronger regulation of social media and asked if Facebook should monetize user data on its free platforms by selling targeted advertising.
Facebook boss Mark Zuckerberg shot back on Cook in an interview that Vox released last month.
"You know, I find that argument that if you do not pay, we can not take care of you to be extremely lenient, and not at all aligned with the truth," Zuckerberg told Vox.
Cook on Sunday wanted to paint Apple's [ handling user data in stark contrast to Facebook. He attributed to Apple co-founder Steve Jobs that he felt an urge to do things better within the company. )
"The question we ask ourselves in every respect is not: what can we do?", But "what should we do ?" Cook said. "Because Steve taught us, it changes, and I learned from him never to be satisfied with the way things are."
Apple has also been struggling with privacy issues.
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The company was hit by the announcement in February of a plan to relocate mainland-registered iCloud accounts to state to announce Chinese servers. Apple took the step after unsuccessfully struggling to be liberated from a controversial new cybersecurity law in the Asian nation, but the decision alerted the privacy advocates.
And in 2014, hackers were able to steal nude photos from celebrity iCloud accounts.
After that, Apple committed to more transparency and the company encrypted iPhones to make it harder for anyone – even for government agencies – to get their hands on data.
Cook, who often deals with social issues, also used his platform at Duke University to praise the "fearless" women who spoke in the #Metoo movement, the Parkland student, for a closer Weapons control is pleading, and people "fighting for immigrants' rights."
– CNN's Sherisse Pham, David Goldman, and Seth Fiegerman have all contributed to this report.
CNNMoney (New York) First published May 13, 2018: 4:12 pm ET