A client recently brought up her concern about online privacy - and how companies like Google and Apple collect and use our data.

She asked me for my option on the matter, and while I am absolutely no expert (and I know several people who are), I thought I'd share it below for those who may be interested...

The subject of online privacy/tracking/analytics is complicated and personal. My take is very liberal (ie. ignorance is bliss), while my wife and many other people I know take it very seriously, so here is goes...

**OVERVIEW**:  Google, Apple, and really all companies these days want to gather as much data on you as possible - primarily so they can sell it to advertisers (or use it themselves) to target "personalized advertising" at you - which is worth more than non-targeted ads.  ​They repackage most methods of information gathering as "features" like search engines, facial recognition in photos apps or some newer ones like Artificial Intelligence or Autonomous Driving - but their main objective is to "sell your data" to the highest bidder.

Each individual "data-point" they collect on their own are innocent enough - but as they collect more and more "data-points" over long periods of time - they end up with a very comprehensive, scarily accurate and debatably invasive profile of you. (Ie. interests, likes/dislikes, family, friends, financial status and even subconscious things like physiological state etc)

**THE BIG DEBATE:**  At what point is the amount of data a company has on you considered too much - vs the services they offer you - vs ​their transparency of doing so - vs the betterment or worsening of society of these actions.

**NETFLIX DOCUMENTARIES:**  Very interesting and informative documentaries on these exact points above - highly recommend!  
The Social Dilemma: [https://www.netflix.com/title/81254224](https://www.netflix.com/title/81254224)  
The Great Hack: [https://www.netflix.com/title/80117542](https://www.netflix.com/title/80117542)

**WHAT ABOUT APPLE?**  Apple has taken a very public stance on user privacy and data gathering - claiming to limit the amount of data they collect and being more transparent about it when they do.  
[https://arstechnica.com/.../tim-cook-says-apples.../](https://arstechnica.com/.../tim-cook-says-apples.../)

Hope this helps!