Tim Cook talks about privacy directly to European users in new video

Tim Cook People
Tim Cook People (Image credit: Brooks Kraft/Apple)

What you need to know

  • Apple CEO Tim Cook has appeared in a new privacy video aimed at European users.
  • The video was shared on the Apple UK YouTube page.

Apple CEO Tim Cook has appeared in a new video aimed squarely at users in the United Kingdom and Europe, with a message shared specifically to the company's Apple UK YouTube account. The topic of the video is privacy, with Apple going over some of the announcements it made during last week's WWDC opening keynote.

Cook opens and closes the six-minute video which covers things like Mail's ability to block email tracking, Siri's new on-device voice recognition, and app nutrition labels. The recently-launched App Tracking Transparency also gets a mention by Cook. Some of the features shared will only be available when iOS 15 launches this fall, however.

Appl is acutely aware that European governments take the privacy of their citizens very seriously and it's no coincidence that this video isn't being shared to all YouTube channels. Cool also took the opportunity to cover Apple's stance on privacy as a whole, saying that it's vital to everything his company makes.

At Apple, our commitment is to give users choice over how their data is used, and to build privacy and security into everything we make.

The full video is embedded below and it's worth a watch, no matter where you happen to live. Much of the video is already available as part of the WWDC opening keynote video that's available on Apple's international YouTube page, too.

Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.

Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.