Apple is probably still the least bad of the four, but their dealing with China doesn't exactly inspire confidence from me. If they are willing to include code to censor the word "Taiwan" in iOS, who knows what else they are willing to do to appease governments. Also let's not forget they are part of PRISM and seemingly lied to the public about it.

The other three (Google, Amazon, and MS) are straight-up spyware/surveillance and barely even bother putting a pretty face on it.

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.

Huh. Oddly enough, my positions on amazon and google are reversed relative to yours. And, I think microsoft has a decent, but not significant, edge on amazon.