Is Apple not collecting any user data?
Facebook and Google haven't made such steps.
Unlike Facebook or Google, Apple practically had to be shamed into fixing an easily-gamed account reset process and adding two-factor authentication support (and then took their own sweet time rolling it out across their services) and had to be shamed again into adding rate-limiting on logins. Not to mention their spotty track record on other security issues (e.g."goto fail").
That doesn't mean that Apple hasn't done some things that are good for personal privacy. But their broader track record makes it clear that Apple only takes the appearance of personal privacy seriously. The reality, on the other hand, easily takes a back seat to things like UI simplicity unless that missing reality starts creating appearance problems.
I can't imagine any business related reason that would require Apple to store and harvest user data. When you make such a large profit on hardware, you don't need to scrounge around for bits and bytes to sell to the advertisers.
Of course this excludes the minimum data they need to maintain warranties and your payment details.
They've got your iMessage/Facetime chat logs, they've got your stored unencrypted data in iCloud, they've got the apps that you're using and probably their settings or saved meta-data as well. Speaking of iCloud, they've got your contacts as well. Your iPhone is collecting your location and the Wifi networks around it and sending it to Apple's servers. At some point the iPhone was saving your location history in a local file as well, ready to be inspected by whomever got a hold of it. The operating system is completely closed / proprietary, so if it has back-doors in it, nobody will ever know.
I'm glad that Tim Cook is raising these issues and I realize that behind every piece of data they have there's a justification for it. But in our country we have a saying which applies here: he ate no onions and his mouth stinks not.
Both of those services are encrypted so what useful data would they have on it?
I think Tim Cook's point is that they collect data solely to improve your user experience. If they stopped tomorrow they would continue making money. Other companies collect data they need for user experience plus data advertisers will find valuable so they can sell it/exploit it. If they stopped collecting data tomorrow they would die unless they radically changed their business model.
XMPP / OTR is a much better option for encrypted chats. It's fairly user friendly as well. Unfortunately big companies owning chat services are not fans of open standards.
Google is different, very different than these situations. Everything is read, torn apart, analyzed, and sold. They are organizing the world's information, but they consider your private information some of the most immediately monetizable information.
There really is a huge difference here, and though we all love Google and everything that it has done for us, we must also realize the great amount of power that we have given it over us. Yes, they are benevolent now, but they have much much much more reason than Apple to become less benevolent, and far far more power than Apple does in many respects.
Google does have justification for analyzing your activity. They can classify you and improve your search experience. As an example, when I'm searching for "Ruby", I'm getting different results than what my wife does. And local search results are vastly better than anything their competitors are displaying. And then they claim that whatever data they keep around, they are anonymizing it.
Of course, that's probably bullshit, plus they've got access to a huge database of emails. But then we are talking about potential and pretending that Apple does not have potential to do harm, or that it has less incentive than Google, well I don't buy that.
I should mention that at some point I worked on a system that was integrating with Google AdX, which is the platform that is supposedly selling the information you're talking about to advertisers. I must say that compared to other RTB platforms, they actually expose less information. You don't get a reliable user ID, you don't get an IP and they reject your application if you're setting cookies. It's very hard for advertisers that use AdX to build profiles.