Tim Cook realises that (the illusion of) privacy is a commodity, which he is willing to sell to the public. Facebook encroaches on his sales pitch. (FWIW I don't have facebook because they are a terrible company, so I don't care either way)
Tim Cook was shocked, shocked I tell you, about privacy breaches...
https://9to5mac.com/2016/10/25/lisa-jackson-podesta-email/
"Jackson writes that Apple is constantly giving government “information about Apple customers and devices.” While it’s easy to jump to conclusions with that statement, the next sentence is important as Jackson explains that the information is given in response to warrants and other legal requests."
What’s interesting to note here is that Jackson’s tone in the email is far different than the tone Apple takes publicly. Generally, in public, Apple tends to play the “good guy” and downplay its response to government requests for information. Jackson, however, almost seems to boast of its “thousands” of responses to government aid and various ways encryption doesn’t help Apple users hide information.
Jackson has served on the board of directors of the Clinton Foundation since 2013.
Note: this is not political, but within the context of privacy to show that Apple can be duplicious by stating one thing about privacy publicly and doing another thing privately - and that they do so by being friendly with administrations.
Apple clearly wants to make an ad ecosystem - with the app store, Apple Music, Apple TV, Apple Fitness, Apple Health (hello Pharma tie-ins!) - at a certain point they will be in all the markets that have revenue potential. That will not be a good thing.
This is sold as "privacy", but it's a convenient sell for Apple.