Of course Tim Cook would say that. His business model doesn't depend on it. When he decides to unwall the iPhone garden, i'll give him the time of day on issues like this. Until then, he's just looking out for his own interests, as far as i'm concerned.
Of course Google will tell you that cigarettes cause cancer and climate change is a threat: they don't sell tobacco or drill for oil! They're just looking out for their own interests. Apple actively chooses to not pursue these revenue streams even though they have the resources and reach to do so.
I disagree. Apple can't compete in those spaces effectively because they're already owned by Google/FB. Microsoft has similar resources to Apple, and they tried to compete with Google on search - look how that turned out. Even Google can't compete with FB in social, look at Google Plus.
Apple has, intelligently, recognized that they cannot compete in that space. So they aren't trying. They are then using that to their advantage, by focusing on privacy, which is something their competitors cannot focus on. It's a perfectly legitimate strategy, and there's nothing wrong with them doing that. I support it wholeheartedly.
On the contrary however, it is not in Apple's strategic interest to give users's sovereignty over their devices. In both cases, their behavior aligns not with user interests, but with their own. Being financially self-interested better explains the sum total of Apple's behavior than any interest in user well-being.