Tim Cook:

Last year, before a global body of privacy regulators, I laid out four principles that I believe should guide legislation:

First, the right to have personal data minimized. Companies should challenge themselves to strip identifying information from customer data or avoid collecting it in the first place. Second, the right to knowledge—to know what data is being collected and why. Third, the right to access. Companies should make it easy for you to access, correct and delete your personal data. And fourth, the right to data security, without which trust is impossible.

But laws alone aren’t enough to ensure that individuals can make use of their privacy rights. We also need to give people tools that they can use to take action. To that end, here’s an idea that could make a real difference.

I still trust Apple more than any other company to care about my privacy (though their deal with China makes me wary) — I hope they don’t screw this up as badly as they did their pricing.