Apple vs Amazon
Based on our analysis, Apple is the more privacy-respecting choice overall.
BACK →| Category | Apple | Amazon |
|---|---|---|
| Overall | B+ · 78/100 | D · 40/100 |
| What they collect | Mixed (72) | Concern (28) |
| Who they share it with | Positive (82) | Mixed (48) |
| What you can do | Positive (80) | Mixed (45) |
| What they promise | Positive (82) | Mixed (52) |
Apple collects significantly less data than other big tech companies and explicitly commits — using both Nevada and California legal definitions — to never selling or sharing your data for advertising. Their own ad platform doesn't use data brokers or cross-app tracking. Private personal data isn't used to train Apple's AI models. The main caveats are health, fitness, and financial data collection, government ID in some cases, and personalised ads that exist but are easy to turn off.
View full analysis →Amazon builds a detailed picture of everything you buy, watch, say to Alexa, and do in their physical stores — then uses it to sell you ads. They don't sell your data to others and have real security certifications, but the sheer breadth of collection across shopping, voice, surveillance cameras, and credit history is hard to escape if you use their services.
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