> I don't know what Amazon does for AI
The Alexa/echo ecosystem.
> However it's tough to beat Google in this space...they also have a lot of data on users...
Agreed, the amount of data is key. This is where Apple will struggle when looking to upgrade Siri/AI capabilities in coming years.
> Tim Cook's Apple is making a stand for privacy and security, which is actually quite rare to witness in this day and age. He's a man with principles and for this I appreciate him a lot
Privacy and security (and, secondarily, a full physical keyboard) was Blackberry's key differentiator before they lost to the touchscreen-enabled iPhone app ecosystem.
Now that competitor's offerings are becoming more powerful (hardware) and refined (software), and the smartphone market is close to saturation in advanced economies, Apple needs a non-technical differentiator. Security/privacy is the perfect talking point.
I have no reason to believe that Tim Cook is acting in the interest of users ("a man with principles") while marketing Apple products as private and secure; rather, he is acting in the interest of shareholders, as he should be given that he is the CEO of a public company. Happily, user and shareholder interests seem to be mostly aligned at the moment - Apple can sell more phones if people trust the brand.
If it makes more financial sense in the future to ditch user privacy (in order to get closer with Facebook & Microsoft so as to compete with Google), he probably will. But don't expect to hear an announcement about it until the info is leaked. It's impossible to truly discern the character of a public company's CEO because they are always acting, and tons of things happen within their organizations without their knowledge.