Tim Cook has long taken a strong stance against the infringement of Apple users' privacy – and the general erosion of privacy. That's been the case whether he's shown support for end-to-end encryption or if he's railed against the monetization of user data.

The rise of data protection

Almost a decade ago, the European Union (EU) introduced the most radical reformations to data protection laws in a generation with the General Data Protection Regulation (GDPR).

Several months later, the (now outgoing) Apple CEO spoke at the 40th International Conference of Data Protection and Privacy Commissioners with a speech that targeted Apple's fellow technology rivals with both barrels.

He pointed out that billions of dollars were changing hands – and countless decisions were being made based on data points harvested from our interactions on digital platforms. These may include clicks of a Like button but also the information we have shared, often without understanding the full implications.

Your very own digital profile

Cook projected a dystopian future in which each person would be represented by a digital profile that's been devised based on analysis of the countless data points systems have gathered.

The purpose of this form of behavioral profiling, he suggested in his speech, could range from more effectively monetising your information to targeting you with more extremist content in one direction or another.

For example, we've since seen the way that social media platforms and similar sites have been highly effective in populist political movements, including the U.K. 'Brexit' decision to leave the EU. There are also fears this sort of power has been weaponized, to use Cook's phrase, by foreign adversaries.

Nearly 10 years on from the introduction of GDPR, there are fears that the rise of AI – which is turbocharging some of the fears the outgoing Apple boss raised – is undermining the laws and that newer, more modern regulations are needed.

Keumars Afifi-Sabet is a freelance contributor for Tech Radar and the Technology Editor for Live Science. He has written for a variety of publications including ITPro, The Week Digital and ComputerActive. He has worked as a technology journalist for more than five years, having previously held the role of features editor with ITPro. In his previous role, he oversaw the commissioning and publishing of long form in areas including AI, cyber security, cloud computing and digital transformation.