Personal data

What Apple knows about you

Illustration of a lone figure standing in the center of an Apple shaped spotlight
Illustration: Aïda Amer/Axios

Apple pitches itself as the most privacy-minded of the big tech companies, and indeed it goes to great lengths to collect less data than its rivals. Nonetheless, the iPhone maker will still know plenty about you if you use many of its services: In particular, Apple knows your billing information and all the digital and physical goods you have bought from it, including music, movie and app purchases.

A different approach: But even for heavy users, Apple uses a number of techniques to either minimize how much data it has or encrypt it so that Apple doesn't have access to iMessages and similar personal communications.

Alexa users' addresses can be found by Amazon's audit team

Case of Amazon Alexa products in a store
Photo: Smith Collection/Gado/Getty Images

Amazon's Alexa audit team, which helps improve responses for the online assistant, has the ability to obtain customers' home addresses via their location data, Bloomberg reports.

Why it matters: While there is no evidence that Amazon employees have attempted to do so, with Amazon telling Bloomberg that these instances are "highly controlled," it's yet another example of how customers can fail to understand how much personal data they're sharing by utilizing Big Tech products and services.

Go deeper: The privacy paradox