Apple chief executive Tim Cook urged consumers not to believe the dominant tech industry narrative that the data collected about them will lead to better services. From a report:

In an interview with "Vice News Tonight" that aired Tuesday, Cook highlighted his company's commitment to user privacy, positioning Apple's business as one that stands apart from tech giants that compile massive amounts of personal data and sell the ability to target users through advertising [The link may be paywalled; alternative source]. "The narrative that some companies will try to get you to believe is: I've got to take all of our data to make my service better," he said. "Well, don't believe them. Whoever's telling you that, it's a bunch of bunk." [...] Cook said in the interview that he is "exceedingly optimistic" that the topic of data privacy has reached an elevated level of public debate. "When the free market doesn't produce a result that's great for society you have to ask yourself what do we need to do. And I think some level of government regulation is important to come out on that."
Collection of data is about constant Psychological Profiling and finding those like us who do not believe the official narrative and are smart enough to challenge the status quo. Data Collection is about CONTROL, not safety.