This is a fundamental misunderstanding of what's going on. In a battle between global megacorps over my personal data, I choose Apple over Facebook and its ad buyers. Ascribe to Apple whatever ulterior motives you want, but it doesn't change the fundamentals. "Wouldn't it be nice if no one had control over your data except you" is a pipe dream (in the US, anyway) and the best you can do is pick your poison when it comes to who owns your data.