Balancing Individuality and Privacy: An Analysis of the Company’s Building Consumer Trust in the Information Agee

With the rapid development of the digital economy, consumer demand is gradually diversified, and enterprises are constantly exploring the reform of business models, and digital services have become the mainstream development trend. From 2012 to 2022, the average annual growth rate of global exports of digital delivery services is 6.1%, 1.6 percentage points higher than the average yearly growth rate of global exports of services in the same period. Under the current development trend, the business model that can meet the personalized needs of consumers and protect personal data information has become the focus. This paper mainly studies how enterprises balance personalized customization and consumer privacy protection under the development of digital economy. Through the case analysis of Apple, it is concluded that the company adopts the principle of data minimization, transparent privacy policy, personalization and user autonomy protection to achieve a win-win situation between personalized customization and data security. On this basis, some suggestions are put forward, such as the coordination mechanism between corporate responsibility and social expectation, and the interaction relationship between data security management and consumer trust.