Apple's Tim Cook Says Giving Up Your Data for Better Services Is 'A Bunch of Bunk'Apple chief executive Tim Cook urged consumers to Not Think the dominant tech industry Storyline the Information collected about them will Result in better services.

In an interview with”Vice News Tonight” that aired Tuesday, Cook emphasized his company’s commitment to user privacy, positioning Apple’s company as one which stands apart from technology giants which compile massive amounts of personal information and sell the ability to target users via advertisements.

“The storyline that some companies try to get one to believe is: I’ve got to take all our information to make my service better,” he explained. “Well, do not believe them. Whoever is telling you that, it’s a bunch of bunk.”

Cook’s remarks come at a critical time for Silicon Valley. In the last year, technology companies and their executives have come under unprecedented scrutiny from elected officials and authorities stemming from a variety of issues, including a barrage of data privacy scandals, accusations of poisonous company culture, the adverse effect of technology platforms on political argument, and worries over tech overuse and dependence. In recent months, growing calls from Capitol Hill have boosted the prospects of new legislation aimed at large tech businesses.

Last week, Facebook revealed that hackers stole information that could have allowed them to compromise over 50 million consumer accounts. The massive data breach was yet another setback to Facebook’s standing, as the company is still reeling from the Cambridge Analytica catastrophe, and from its own role in a Russia-backed misinformation campaign designed to influence the 2016 presidential elections.

Cook stated in the interview that he is”exceedingly optimistic” the topic of data privacy has reached an elevated level of public discussion. “If the free market doesn’t produce a result that’s great for society you need to ask yourself what exactly do we will need to do. And I think some amount of government law is crucial to come out on that.”