A new analysis has found that of Big Tech, Apple collects the least data from its users, with Google, Twitter, Amazon and Facebook collecting far more data from their users.
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The study measured how many data points each company collects from its users. The study found that Google topped the list, collecting a total of 39 types of personal data on each of its users. Twitter and Amazon followed, collecting 24 and 23 types of personal data on each user, respectively.
Perhaps surprisingly, Facebook, known for its pro-user tracking, comes close to Apple in collecting only 14 types of personal data on each user. Apple is at the bottom of the list, collecting only 12 types of personal data on each user, according to the study. Apple, unlike Google, relies much more on machine learning and algorithms to drive personalization features, such as personalized music recommendations for Apple Music and curated photos in Photos.
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While Apple collects the least amount of user data from its users, it makes it harder for other companies, such as Google and Facebook, to collect data from iPhone users. In 2020, Apple launched App Tracking Transparency (ATT), a prompt that gives users the choice of whether they want to be tracked on apps and websites owned by other companies. Facebook has criticized ATT, and details last year revealed that the immediate change could cost the social media company $10 billion in revenue by 2021.
Source of information: macrumors.com
