I understand why people are upset with Facebook. I find it interesting that same people don't seem to be upset with Apple, while Apple is largely playing the same game.

Forget all you know about Facebook ad practices for a second, and take a look at what Apple is doing, but putting "Mom and Pop LLC" in place of Facebook.

Apple is using their enormous power to essentially pick and choose what is allowed to execute on your device. Sure, they give user a "choice" to either restrict and app, or to allow it, but they never, ever, give user the same choices about Apple itself. Apple "helping" users to restrict others is no different from Microsoft installing internet Explorer for everyone, to "help" users browser the internet.

In this case Apple is getting all the goodies about the user: their location, their usage, their connections, everything. Meanwhile, they are blocking others from having it.

The difference is that Apple is waving the freedom-fighter flag first, thereby making everyone else look bad in comparison.