> On questions of perception, like trust, Apple was again stuck in the middle of the pack. Participants trusted Amazon the most, which is not all that surprisin

> On questions of perception, like trust, Apple was again stuck in the middle of the pack. Participants trusted Amazon the most, which is not all that surprising given its e-commerce store’s ubiquity and the company’s overall drive to provide more value for lower prices with Prime and other services. Yet participants trusted Apple less than even Google, a company with a primary business model of collecting consumer data for targeting advertisements. This strikes me as very odd. I'm pretty much the opposite of an Apple fanboy, and against the whole 'golden cage' principle, but if there's one good thing I have to say about the company is that I would trust them way more than I would trust Google.