The companies he Tim Cook described, that offer "free" services and data-mine/aggregate/sell your personal information to fund the business? Yes.
Apple has a vested interest in not collecting, analysing, aggregating and using the vast amounts of private information other companies do: they're seen by many as a premium brand, where you pay a bit more and get a better product/experience. Part of that is not getting "maybe you'd like X" emails from the App Store, or "Hey do you need a new printer for that Mac you just bought on Apple.com" type shit.
> and we are all prepared to give them some of our private information if what we get in return is worth it.
You might be. "We" are not all prepared to hand over private information.