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.
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.
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.