Cook did not namecheck the adtech elephants in the room: Google, Facebook and other background data brokers that profit from privacy-hostile business models. But his target was clear.
"Our own information — from the everyday to the deeply personal — is being weaponized against us with military efficiency," warned Cook. "These scraps of data, each one harmless enough on its own, are carefully assembled, synthesized, traded and sold.
"Taken to the extreme this process creates an enduring digital profile and lets companies know you better than you may know yourself. Your profile is a bunch of algorithms that serve up increasingly extreme content, pounding our harmless preferences into harm."
"We shouldn't sugarcoat the consequences. This is surveillance," he added.
Cook was giving the keynote speech at the 40th International Conference of Data Protection and Privacy Commissioners (ICDPPC), which is being held in Brussels this year, right inside the European Parliament's Hemicycle.
"Artificial intelligence is one area I think a lot about," he told an audience of international data protection experts and policy wonks, which included the inventor of the World Wide Web itself, Sir Tim Berners-Lee, another keynote speaker at the event.