I feel the comparison of Apple with data companies such as Google, Facebook is by itself at fault. Apple like any computer company of 70's was not into data, just because Internet itself didn't exist at that point like it does now. 'Apple didn't choose to be in data' is projected as altruistic, instead of just a marketing ploy(they didn't choose, because it wasn't available).
Apple doesn't receive even the fraction of scrutiny Google, Facebook receive (which they should). e.g. iCloud hack, Apple's response to iOS vulnerabilities targeted by state actors, Newer Safari being incompatible with privacy extensions such as uBO etc.
Personally I feel good that Apple is not into data, just because I feel if they are into data; they might be more evil than Google or Facebook aided by their walled garden.