https://qz.com/1296725/privacy-is-a-luxury-just-like-a-1000-iphone/ > At Apple’s annual developer conference in California on June 4, executives unveiled a range of new services intended to make us more mindful of how we use our devices, and the information third parties have access to while we use them. The world’s most valuable company wanted you to know it cares for your wellness and your privacy. > It’s a place Apple wants to firmly plant itself amid the current storm around tech. As Facebook was engulfed in a scandal over how data consultancy Cambridge Analytica accessed the data of 87 million users without their consent, Apple’s usually mild-mannered CEO, Tim Cook, had some choice words for Facebook chief Mark Zuckerberg. When asked by Recode’s Kara Swisher how he would’ve handled the situation, Cook said, “I wouldn’t be in this situation.”