That just raises the suspicion for me. That website is a far cry from "We don't collect your data, we don't sell any information about you". Instead, the closest they get is with the statement below:

"Whether you’re taking a photo, asking Siri a question, or getting directions, you can do it knowing that Apple doesn’t gather your personal information to sell to advertisers or other organizations."

That only applies to two things, taking a photo and asking Siri a question. It does not prohibit them from collecting the data for their own use. And does not prohibit them from selling analysis of that data.