Apple does collect analytics, but those can be turned off in OSX at the very least. As a company, they are not currently geared towards data collection. They have publicly positioned themselves in favor of privacy.
They don't also fully encrypt all of that information and give it to government on request.
Both companies have basically the same terms with privacy.
https://www.apple.com/legal/privacy/en-ww/ Legal - Privacy Policy - Apple
More than anything I just want to be able to remove what Apple has on me as I want all my data in a single place when possible.
So I share my location with my family with Google Maps and do NOT want my location also to be at Apple for example.
But Apple is the worse like this. They are far less transparent than Google and that bugs me about Apple.
Plus considering Apple gave all their users data over to the China government versus Google fought the China government Apple has a horrible record with privacy and looks for a buck will give up your data.
By being quite generic and broad in their targeting themselves, they can get away with just collecting non personal "OS data", and they do it since the 80s.
Their biggest enemy are companies that create an easier market for developers and businesses by passing down data that those businesses can use to reach users. FB getting into hardware (they will be a future competitor with AR) is possibly causing them sleepless nights.