The only reason behind the iOS changes is because Apple failed to compete with Facebook ads. If Apple didn't sell ads using the same data I could maybe believe there privacy bullshit.
Ads are a sliver in the earnings pie chart.
FB and Google though are advertising companies with services and hardware sales to support their core business.
They definitely consider themselves more than that. They pride themselves in being the farm, to hen, to egg, to plate "lifestyle" service.
Maybe one day they'll start making decent software though.
The overwhelming majority of Apple revenue and profit is still hardware, app store and music etc. Whatever Tim Cook et al truly think about their customers privacy they can take the "moral high ground" when it comes to privacy because they are in a different business and it doesn't hurt their revenue (and perhaps helps it).
Apple sees all your data before it is ever sent to Facebook.
People and companies should be judged on their actions not on what you think they would do if they were in some other business.
They are not on our side when it comes to repairing our devices. They are not on our side when it comes to running software we want to on the hardware we own. They are not on our side when it comes to walled gardens. They are not on our side when it comes to how quickly they stop supporting the hardware they sold us.
If they _were_ in the business of selling data, they would not be on our side there either.
Whatever their motive is, or how bad they are in other aspects of their business, or how different it would be if they had a different business model the fact that they are providing this 'privacy' to their users is a good thing.