It is an open secret that Apple is doing all these privacy things for two reasons: PR and for setting themselves up as the only choice for ads for iOS users (which will soon include Mac). How anyone can just look past this (and that they jumped into NSAs arms and shared everything) baffels the mind. Apple is in no way less evil than Facebook or Google.
w.r.t google, it seems like Apple is the lesser evil - as far as I (and anyone I know) can tell, if you turn off location tracking, it actually stays off.
But there is definitely no "good guy" among the big player. Right now, Pine64 and Puri.sm are the only not-yet-proven-evil guys around, and they are both minuscule.