DuckDuckGo vs Apple
Based on our analysis, DuckDuckGo is the more privacy-respecting choice overall.
BACK →| Category | DuckDuckGo | Apple |
|---|---|---|
| Overall | B+ · 84/100 | B+ · 78/100 |
| What they collect | Positive (91) | Mixed (72) |
| Who they share it with | Positive (80) | Positive (82) |
| What you can do | Positive (85) | Positive (80) |
| What they promise | Positive (78) | Positive (82) |
DuckDuckGo genuinely doesn't build a profile of your searches or browsing — the policy is short because the collection is genuinely minimal — but it's a US company, ad clicks are routed through Microsoft's network, and optional features like Email Protection require you to hand over personal data under a separate policy.
View full analysis →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.
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