I think this is tricky because Google's business model is targeted ads - and they clearly do analyse personal data - they're clear leaders in AI and Ml.. Some o

I think this is tricky because Google's business model is targeted ads - and they clearly do analyse personal data - they're clear leaders in AI and Ml.. Some of it is legitimately useful, Google now and Inbox for instance, their Gmail spam detection etc. But they clearly do use that data to target adverts better than anyone else, and there's a crossover in things like Now where some of that stuff is actually adverts. Anyway, point is they do make money off targeted adverts. That's not a bad thing, they're not actually selling your data. Indeed that data is what makes them successful, they are motivated to invest an awful lot in keeping it secure and private in the sense nobody else can have it, only they can use it to target ads. In that sense I trust Google with my data but I know they are using it. Obvious caveat being NSA etc. But then there's companies that focus less on targeted ads, like Apple. They can market on things staying on the device and never reaching their servers. Things like Apple Pay and Health, like you mentioned, I believe in both cases they claim not to have access. For Google there could be real value in combining that data with other stuff they know and offering unparalleled insights, and using their increased knowledge to better target ads. That seems to be the typical Google approach - and there are clear advantages and disadvantages to both - and again I consider that data to be safe even if Google has it.. With the obvious caveat. With the NSA etc, Apple's way seems to be safer (with the obvious caveats of being opaque and closed software) or could be marketed that way. They have a lot of money to throw around and could potentially force Google's hand with the right marketing. But I think Google would struggle in that world to provide the services or use the business model they do now.