Facebook has been much more flippant with privacy policies and their use of data than Google has ever been. I only see unfavorable comparisons of google to facebook on HN and it really baffles me. It couldn't be farther from the truth.
With Facebook, from day one, I knew what my relationship with them was, I knew they were out to make a buck with my data, and I needed to be careful what I let loose into their platform.
With Apple, the relationship is even clearer, I buy things from them, they sell me a device, and some minimal services with it, for a fixed price, and the relationship doesnt generally change over the term of me owning that device.