[jphalimi]

It would be interesting to see user studies over which platforms they feel the more trustworthy.

Honestly considering the opacity of their privacy rules, it's all about marketing and how receptive you are to it. Apple does communicate a lot more about privacy of its users, but it is unclear whether they actually are objectively better than the others big names.

From a business model point of view however, I agree that it's clear Amazon, Facebook and Google make most of their revenue out of users tracking. It is not true for Apple.