Apple's privacy policy is like everything else Apple: it best compares to things outside of it's walled garden. But inside the walls Apple operates just like every other company. It gathers information on all it's users for it's own advertising business. They can claim they don't have third parties involved and that makes them more private, but they do all the same things to their users but just do it themselves. They're as much an advertising company as Google or Facebook (and would love to be as big as those advertisers), but their ads are all within the Apple walls, so they can claim they are much more private. When they really aren't.