Seems to me that Google has a better privacy record than Apple. Both companies get all sorts of data about their users, but Apple has had some serious data breaches.
Do you have any examples of these? Were they a case of Apple as a whole getting breached (e.g., all hashed iCloud passwords) or individual accounts?
I use Apple services for quite a few things, so whenever I hear about a data breach I evaluate how I use the service and how I can guard against similar breaches that might affect my data.
EDIT: I should point out that this applies to other services that I use as well. This is something everyone who relies on a 3rd party service should keep an eye on as a matter of course.
I don't remember ever hearing of an Apple data breach. Certainly some of the celebrity photo hacks were initially attributed to a general iCloud security problem, but were later found to be typical password problems.
Even if Apple had data breaches that it was responsible for (you do know that the celebrity titty-shot photos were all social-engineered/re-used passwords right? None were actually iCloud breaches), that isn't about privacy, that's about security.
Google literally builds profiles about it's products (the eyeballs looking at *.google.com) to better place ads in front of said eyeballs, because that's how they make 90% of their money.
Apple does everything it can to anonymise what data it does need to see: there's no sign-in for maps, it reset's it's random identifier periodically, and each route is split into multiple segments.
I use Apple services for quite a few things, so whenever I hear about a data breach I evaluate how I use the service and how I can guard against similar breaches that might affect my data.
EDIT: I should point out that this applies to other services that I use as well. This is something everyone who relies on a 3rd party service should keep an eye on as a matter of course.