Tim Cook made my day and quite possibly my week. And based on his comments, much like a Pulitzer, I think he should be awarded an honorary CISSP.
It case that doesn't happen, I'll toast him with a really nice Oktoberfest adult beverage.
Yeah, Apple's model is very much along the lines of "Sell you expensive stuff" vs plain old "Sell you". I'd say this is very much business sense for Tim, as well as privacy sense.