You can easily argue that Apple unlike those others hasn't shown signs in the direction of selling your personal data (directly or indirectly). Google is an ad

You can easily argue that Apple unlike those others hasn't shown signs in the direction of selling your personal data (directly or indirectly). Google is an advertisement platform so they are the most experienced in using and selling your data (indirectly). Microsoft is moving heavily in the SaaS direction with an insane amount of telemetry going out towards their servers from Windows 10. (If you have any concern for your privacy you will have to either disable that via powershell or 3rd party scripts/applications and verify that after every update it is still disabled.) Facebook is infamous for their facebook pixel, they're looked upon as invading the privacy of everyone in multiple ways. So they're rightfully looked upon as an evil. They've sold and continu to sell private data directly and indirectly, including people who are not on their platform. Finally Apple doesn't make their money using your private data (at least not on the same scale as those other companies mentioned). So you can view them as the least evil, at least when it comes to private data.