Read this before making your choice.
Where Apple clearly differentiates itself is in how much data processing it does on your device as opposed to in the cloud: That means it knows less about your habits and your preferences than Google does, because information like the restaurant you visit every week is locked away on your iPhone, rather than being stored on the company’s servers.
On the iOS side of the coin, a lot of the data your device sends back to Apple is anonymized, so it can’t be tied to you personally. Google, meanwhile, is happy to build up a bigger profile of you, but it’s a question of whether you trust the company to use your data as responsibly as it promises.
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