They have audience options for ads (like age/gender/location, see http://searchads.apple.com/how-it-works/#features http://searchads.apple.com/how-it-works/#fea

They have audience options for ads (like age/gender/location, see http://searchads.apple.com/how-it-works/#features http://searchads.apple.com/how-it-works/#features), meaning they collect data about their users as well. Also, they colluded with other companies to, effectively, keep employees' wages down. Amount of money they saved was probably a rounding error for them in this case too.