Directly addressing the privacy and safety concerns of "Hey Siri", Cook mentioned that anyone who is fearful of such things can always turn the feature off. Still, he described "the real answer" to be the fact that any information collected by the feature remains on the iPhone, and isn't sent to Apple or anyone else. On the lighter side, when asked about the newest features coming to the next generation iPhones, Cook's favorite appears to be 3D Touch.