Which tech giant do you trust most with your personal data in 2024?

Apple has built much of its recent brand identity around privacy features like App Tracking Transparency and on-device processing. Whether that reputation is fully earned or just clever marketing is a debate in itself.

Microsoft quietly powers much of Britain's workplace infrastructure, from NHS systems to school laptops. Its data practices rarely make front-page headlines, but the sheer scale of what it handles is staggering.

Google's entire business model is built on understanding user behaviour, and most of us hand it data willingly every single day. Yet its search and Maps tools are so embedded in daily life that opting out feels almost impossible.

Amazon knows what you buy, what you watch on Prime, and if you have a Ring doorbell, potentially who visits your home. Its data reach has expanded far beyond the original online bookshop.

Despite years of scandals including Cambridge Analytica and repeated regulatory fines from the ICO, billions still use Facebook, Instagram and WhatsApp. Trust in Meta has taken a battering, but its grip on social connectivity remains firm.