In today’s digital world, every online action—from scrolling through social media to searching for a recipe—generates data. Companies collect this data to build detailed profiles of users that go far beyond what most people expect. This loss of control has sparked growing concern that privacy is no longer a given in the modern age.
Many companies advertise privacy features, but investigations show that user data is often still collected—even when people think they have turned tracking off. For example, Gizmodo reported that Apple continued to track iPhone user activity even after users disabled tracking in settings like “iPhone Analytics” and “App Store Ads” (Gizmodo). Leo Xing (10), a cybersecurity enthusiast and AP Computer Science student, states “people think turning off app tracking means they’re safe, but that’s not always true. When companies keep collecting data anyway, it’s like locking your door and someone climbing in through the window.” This data includes information about screen touches, apps opened, and device details, all sent back to Apple and sometimes linked to identifiable accounts.
Beyond consumer devices, entire apps can also track users secretly. An investigation by The Guardian found that many Android apps contain hidden tracking code that gathers user data even after permission is denied (The Guardian). These trackers often collect information such as GPS location, browsing behavior, and phone use, and then they transmit it to advertising and analytics companies.
Government involvement has added another layer of concern. A former NSA contractor, Edward Snowden, revealed a secret surveillance program called PRISM, which allowed U.S. intelligence agencies to access data from major tech companies such as Google, Facebook, and Apple without users knowing (Washington Post). The program included emails, video chats, and documents stored in the cloud—raising questions about how freely companies shared private user information with the government.
Artificial intelligence (AI) has made data collection even more powerful. AI systems can predict behavior by analyzing patterns in online activity. A study from Northeastern University revealed that AI could anticipate human choices just from a person’s digital trail, influencing decisions like what to watch, buy, or read (Northeastern University). While this can improve user experiences, it also raises ethical concerns about how companies may manipulate behavior using that data. Gordan Chen (10), a student interested in tech, enforces that “Big Tech doesn’t just show us what we want—it learns how to make us want things. That’s why privacy matters. If we’re not careful, we stop making our own choices.”
Much of this surveillance is driven by profit. Free platforms like Google, Instagram, and TikTok make money through targeted advertising. These ads are powered by personal data—what users like, search, or even hover over for a few seconds. As the saying goes, “If you’re not paying for the product, you are the product.” Meta (formerly Facebook) earned over $113 billion in 2022, mostly through ad revenue that relied on user targeting (Statista). This model depends on collecting as much personal data as possible to sell attention to advertisers.
Some governments have taken steps to protect users. The European Union’s General Data Protection Regulation (GDPR) requires companies to get clear consent before collecting data and gives users the right to delete it. In the U.S., the California Consumer Privacy Act (CCPA) offers similar protections, allowing people to request what information a company has about them and demand its deletion (CCPA). However, privacy laws vary widely by region, and most Americans still do not have the same protections as Europeans.
There are also practical steps that individuals can take. Experts recommend using privacy-focused search engines like DuckDuckGo, messaging apps like Signal, and browsers like Firefox or Brave. Mozilla even publishes a yearly guide called Privacy Not Included, which reviews smart devices based on how they treat user data (Mozilla). Still, even with these tools, it can be difficult to completely avoid data tracking, especially when using mainstream apps and devices.
The idea that phones, laptops, and apps are constantly collecting information was once considered a conspiracy theory. Now, it’s standard business practice. With AI, massive storage capacity, and endless data streams, Big Tech has built a system where privacy is fading fast. Whether the world chooses to act—through laws, pressure, or changes in behavior—will decide whether privacy makes a comeback or becomes a thing of the past.
