The incentives are different. Apple is after your wallet. Google is after someone else's wallet.

As the other comment has mention their is a very different motive between the business practices of Apple and google. I mean, Apple has branded itself as a company dedicated to privacy. By failing to deliver on that, it is bad for the brand image, and the more extreme the privacy violation, the worse for its images. Overall it seems better.

And Apple is at least domain restricted to a larger degree: no web analytics, no search engine, limited email and ads. Giving a company a small amount of information is much better than a single company controlling a large amount. It allows for much more accurate predictions to be made.