Doesn't seem that way. Consider the flak Apple took for standing up for users' rights with the whole Bernardino incident.
And here's a specific example I read about a while ago. When you're using Google Maps, your device is directly identifiable in Google's servers all the time by a unique identification token. When using Apple Maps, your iPhone generates a new token every ~15 minutes and uses that to report position. There is no connection between any two tokens other than location proximity, making it much more difficult to track users directly from Apple's end. (I'd give a source but I'm on mobile, but I think I read about it on Apple's website around a year ago.)
> And if they aren't, shouldn't they be, from a business perspective?
Well, if their business was selling customer data then yeah. But their business is selling cool devices with cool software. Yes, collecting all that data would make some things a lot easier — ever wonder why Siri doesn't work as well as Google Assistant for a lot of people? — but Apple appears to care about privacy and security enough that they don't engage in these tactics. And... they seem to be doing okay despite it, so I don't think they mind the hit to their piggy banks.