[robmccoll]

That's becoming less the case. As Apple's advertising and services revenue grows and hardware sales slow, they have increasing incentive to mine your data the same as any company does. They already use quite a bit data on the location and content personalization front. I would argue that Apple perhaps cares about protecting your data more from malicious third parties (again like any company should - it's never good for FAANG when data leaks or is abused), but they are better at it (and definitely better at marketing it).