SAN RAMON, California—Apple CEO Tim Cook fired off a series of thinly veiled shots at Facebook and other social media companies Thursday, escalating an online privacy battle pitting the iPhone maker against digital services that depend on tracking people to help sell ads. “Too many are still asking the question ‘how much can we get away with?’ when we should be asking ‘what are the consequences?'” Cook said. Speaking at a virtually held International Conference on Computers, Privacy & Data Protection, Cook said it’s “time to stop pretending that this approach doesn’t come with a cost—of polarization, lost trust and yes, of violence.” Cook never specifically named Facebook or any other company. But his remarks left little doubt that his missives were aimed at the social media sites. “A social dilemma cannot be allowed to become a social catastrophe,” Cook added, referring to a Netflix documentary about technology’s—and especially social …