Trust is one of those interesting components of humanity that we are willing to dole out to strangers and withhold from those we love. When we drive our cars down the highway do we not trust that the car coming from the opposite direction will stay in the proper lane? Do we not trust that what we eat at a restaurant is safe?
Trust is easily extended and easily removed. I had a bad experience with a Chrysler mini van a couple of decades ago and haven’t used a Chrysler product since. Trust was given for the purchase. Trust was removed when the Lemon Law took effect.
We provide trust when we purchase and use smartphones and personal computers, too. Which of the major technology giants do you trust the most?
Google, Facebook, and Amazon top my list of the least trusted, while Apple sits atop the list of the most trusted.
Yet, that trust is relative and often in flux. Not one of those major technology companies– Google, Facebook, Amazon, Microsoft, Samsung, HP and Dell, and the various Chinese knock off makers– has the same business model, so the trust we extend is relative to each one.
Apple sits alone as the one hardware maker and services provider that promotes its policy on privacy and security as a key point of differentiation.
A good sense of design and software ecosystems are table stakes but not enough to give them an edge against Google and Facebook.
Google and Facebook are mostly ubiquitous among modern humanity; the search engine giant offers free applications in exchange for advertising, and the social network king provides free social contact and information in exchange for advertising.
How does Apple differ?
Apple’s edge is that, unlike those giants, it doesn’t sell targeted ads, and it doesn’t collect and distribute the massive amounts of personal data associated with that.
Differentiation is a key component of modern product marketing and Apple has staked a claim on the privacy and security corner.
Should you trust Apple more than Microsoft, Amazon, HP and Dell, Google and Facebook?
It’s the business model. Apple makes money selling hardware, software, and services that do not use private information the way competitors use it.
Tim Cook has positioned Apple as a model of responsible tech, calling for a federal crackdown on data brokers and embracing calls for new data privacy standards. For services like Photos and iMessage, where Google and Facebook offer near-identical competitors, Apple has made a point of keeping data local to the device — a step the competition can’t take for business reasons.
Google, Facebook, and to a certain extent, Amazon, make money by tracking you online. Apple does not. Yet, the company has an ulterior motive for providing customers with better privacy and security.
If you truly believe Apple is better at safeguarding your data, then you wouldn’t stop at just using an Apple Card for payments. You’ll want to use Apple services for all of your sensitive data — and, of course, you’ll need Apple devices to do that.
Apple may not be so altruistic because the company’s many business models do not require the same degree of private information collections, but money remains at the root of motivation.
Should you trust Apple more than competitors?
Sure. Why not?