I would trust Apple over Facebook or Google any day for the simple reason that Apple makes its money by selling hardware (and being a monopolistic gatekeeper of

I would trust Apple over Facebook or Google any day for the simple reason that Apple makes its money by selling hardware (and being a monopolistic gatekeeper of many of the apps that run on that hardware). WRT the gatekeeper aspect, which I don't like, at least it is very clear what the business model is. Suffice to say, they aren't depending on our data for marketing purposes to earn money. If Apple opens an advertising division, then I will start to distrust them as much or more than the other two. Sames goes for Microsoft. I would not be surprised if MS used my data to try to sell me Office or Windows, but I would be very surprised if they were selling my data to outside parties. In summary, if the company proving the service you use primarily provides "free" services, then they should be suspect. Find out where their revenue comes from. Chances are, it comes from mining your data.