> we already know by now Apple is positioning itself to become a major player in the advertising space
There's a fundimentally different approach to advertising by Apple than say, Google or Facebook. For one thing Apple isn't doing web ads. They've not got an adsense style platform and likely never will.
The ad network they're building is for inside their own apps, and likely eventually for app developers to integrate into their own apps - apps only.
In addition those ads are for items within their existing ecosystem, ie more apps.
In terms of data collection this means they dont need the insane levels of information that Google and Facebook collect. All they need is a rough idea of your interests, which can be gained from the apps you use, and your activity in their own apps. Everyone using an Apple device must know they store your location, so that ones an obvious no brainer.
They dont however need to know your browsing habbits. Would it help target better? Absolutely, but the whole aim of their ad network is to keep you inside apps, not browsing the web. If you're using Chrome, Safari, etc they cant advertise to you as again, its not a web-based ad network.
As data collection goes, the way they're doing it is about as least intrusive as you can get. Theres no following you around the internet going on, which has always been the biggest issue with Google and Facebook.
I'm not saying Apple is a 'saint' in all of this, but its not even close to the level of tracking other companies use.