[username223]

Search advertising doesn't require massive data collection, just bidding on search terms. Anyways, I bet anything Apple makes on app store ads is a rounding error compared to their hardware business. They probably don't care that much, and certainly have no need to go into the surveillance business.

[esert]

They have audience options for ads (like age/gender/location, see http://searchads.apple.com/how-it-works/#features), meaning they collect data about their users as well.

Also, they colluded with other companies to, effectively, keep employees' wages down. Amount of money they saved was probably a rounding error for them in this case too.