Some argue that Apple's more conservative approach is damaging to the development of core products like Siri, especially in the face of fierce competition from Amazon's Alexa. But Cook reiterated to Vice the company's "collect as little data as possible" stance, saying he considers privacy "one of the most important issues of the 21st century." The tech CEO added that he is not typically a "pro-regulation kind of person," but he would be willing to work with lawmakers to educate them and ensure that tech companies create products that are "great for society." "I think some level of government regulation is important to come out on that," Cook told Vice.