Selfhosted

"We provide some non-personal data to our advertisers and strategic partners that work with Apple to provide our products and services, help Apple market to customers, and sell ads on Apple’s behalf to display on the App Store and Apple News and Stocks. For example, we may share non-personal data about your transactions and viewing activity, as well as aggregated user demographics such as age group, gender (which may be inferred from information such as your name and salutation in your Apple ID account), and region, to Apple TV strategic partners, such as content owners, so that they can measure the performance of their creative work, meet royalty and accounting requirements, and improve their associated products and services."

All in all, yes, Apple is generally better than other Big Tech companies (cough, Meta, cough cough, Amazon, cough Samsung), when it comes to privacy. They seem to do a better job at collecting less data, probably because they aren’t trying to sell as many ads as Google and Facebook -- yet.

https://foundation.mozilla.org/en/privacynotincluded/apple-tv-4k/

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Roku’s data sharing is vast, which is, unfortunately, too common in the streaming TV space. Automatic Content Recognition or ACR is the way Roku and others try to identify every show you watch whether it be streaming, cable, broadcast on an antenna, or even the DVDs you watch. They collect all this data to target you with new shows, and allow you to be targeted with lots of ads from lots of places. It’s a lot of data collection and you should opt out. Note when you opt out of ACR, a Roku spokeswoman said, “Opting out of ACR does not affect collection of information about the use of Roku streaming channels.” So yeah, they’re still collecting data on you, just a little less.

https://foundation.mozilla.org/en/privacynotincluded/roku-streaming-sticks/

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Of course, Google uses your personal information to sell those targeted, personalized ads you see all over the place like in your Gmail, in your favorite Solitaire app, on partner websites, and on YouTube. Yup, the ads are everywhere. Google does say they won’t use things like your religious beliefs or health information to show you ads…although we just have to trust them on that. I’m sure we’ve all seen ads based on sensitive things about us that felt pretty creepy. And Google says they won’t use content from your Google Drive, Email, or Photos to personalize ads. We sure hope not.

Google also says they can collect a good bit of information on your child if they use Google services, including services managed by parents through Family Link for children under 13. The data they say they can collect on your child includes location data, voice and audio information, what apps and devices your child uses, and your child's activity within Google's services. And then they say they can use that data to "provide recommendations, personalized content, and customized search results." Yes, Google is going to push content to your kid basd on their online activities. Google does say that they, "... will not serve personalized ads to your child, which means ads will not be based on information from your child’s account or profile. Instead, ads may be based on information like the content of the website or app your child is viewing, the current search query, or general location (such as city or state). When browsing the web or using non-Google apps, your child may encounter ads served by other (non-Google) ad providers, including ads personalized by third parties." Parents, if you plan to let your kids use Google's services, it's good to do some research beforehand.

https://foundation.mozilla.org/en/privacynotincluded/google-chromecast-with-google-tv/

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It’s a matter of who sells the least amount of data. Seems to be Apple.

Ok, let’s say that’s true. Which of the alternatives do you genuinely think are better?

It isn’t that hard when you convince a globe that your luxury phone is the only status symbol that matters.

Apple isn’t perfect, but the premium you pay on their devices does mean that they wrap the data mining bat in some padding first before they beat you over the head with it. Microsoft and Google just keep adding more nails.