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The Apple boss described in some detail what he called the "data industrial complex", noting that billions of dollars were traded on the basis of people's "likes and dislikes", "wishes and fears" or "hopes and dreams" - the kind of data points tracked by tech firms and advertisers.
He warned that the situation "should make us very uncomfortable, it should unsettle us".
"We at Apple are in full support of a comprehensive federal privacy law in the United States."