I would rather give my data to one entity, than thousands of fragmented ones. Some things can only be accomplished at scale, and also risk getting into the wrong hands (re Twitter)
I just find Google to be an advertising company that happens to produce software.
"Now that we’ve established that Apple collects and uses your data to serve ads, does it sell your data too? Turns out the answer is No, Apple doesn’t sell your data to third-party advertisers. The Cupertino giant possesses the exclusive rights of showing you ads on the App Store and other apps."
And by the way? I'm an android fan. Though Apple is more secure in some ways, I would much rather have control over my device.
Anyone can monitor your location.
Anyone can read your messages.
Anyone can spoof your address.