Nobody sells data, like pay and get hdd with data. They "analyze" it and sell results, or "allow access" for "optimization" of whatever. Or they have "partnership" and "exchange". Or they slightly obscure data (of course insufficiently) and then sell whatever resulted claiming that they don't sell "data". And so on, whole departments work full time on the ways to bullshit regulatory authorities into thinking that they don't sell personal data. (And they here I mean corporations in general).
And regarding Apple - I hear this "not their business model" argument often but I see zero real life reasons why it couldn't be but we wouldn't know it. It is like saying that "John only trades tomatoes, it is impossible to him to sell cucumbers, it is not his business model". How is even related, monster corporations have multiple divisions with multiple business models, one doesn't exclude another.
PS: this is for the sake of discussion. Personally I also tend to think that Apple collects much less data than FAGM, and there were experiments that indirectly support this theory. I'm thinking about moving to Apple ecosystem but it is rather costly and will cause vendorlock. Not an easy choice.