“We don’t think you should ever have to trade it for a service you think is free but actually comes at a very high cost. This is especially true now that we’re storing data about our health, our finances and our homes on our devices,” Cook went on, getting even more explicit when talking about user privacy.

“We believe the customer should be in control of their own information. You might like these so-called free services, but we don’t think they’re worth having your email, your search history and now even your family photos data mined and sold off for god knows what advertising purpose. And we think some day, customers will see this for what it is.”

— Apple’s Tim Cook Delivers Blistering Speech On Encryption, Privacy | TechCrunch

Speaking of trust, I certainly don’t hear Larry Page talking about user privacy the way Tim Cook does. You should also read what Tim has to say on encryption. It’s not just a matter of