> On questions of perception, like trust, Apple was again stuck in the middle of the pack. Participants trusted Amazon the most, which is not all that surprising given its e-commerce store’s ubiquity and the company’s overall drive to provide more value for lower prices with Prime and other services. Yet participants trusted Apple less than even Google, a company with a primary business model of collecting consumer data for targeting advertisements.<p>This strikes me as very odd. I'm pretty much the opposite of an Apple fanboy, and against the whole 'golden cage' principle, but if there's one good thing I have to say about the company is that I would trust them way more than I would trust Google.