Conventional consumer data collection relies on users coming to the collection mechanism i.e. spending time on a website or interactions on social media.
Apple is poised to withstand many privacy protection measures because their collection mechanism is in millions of peoples' hands and pockets. iPhone users are providing high-resolution data to their platform. The accuracy of your personality profile and related data are nicely packaged and easy to convert into highly targeted advertising.
However, it does seem fairly likely that he's a bit of a pushover, politically. I hate to beat a dead horse, but this is the guy who doubled-down on China while even Google was appalled by how they were using personal data to hunt dissidents. He's not Batman, but he's also not powerless to stop the incredible human suffering caused through Apple's deliberate labor partners and political allies. If Tim Cook had the gall to start moving away from China 10 years ago, maybe he'd have a shot at being even better than Bruce Wayne.
All of this is to say, Tim Cook is certainly not going to stand up for your data privacy when national interests step in. The best he can do is encrypt your device and give you a copy of th- I mean, your keys.