Apple are primarily a hardware company. They make money on the sale of devices. They also make some money as a marketplace for apps and media. They have no sign

Apple are primarily a hardware company. They make money on the sale of devices. They also make some money as a marketplace for apps and media. They have no significant revenue from data harvesting or advertising sales. Google are an advertising company. The overwhelming majority of their revenue is from targeted advertising. Their ability to harvest user data is the primary factor affecting their bottom line. For Apple, privacy is a no-brainer. It doesn't harm either of their primary revenue streams and it gives them a substantial point of differentiation against their main competitor. Apple have an ongoing commercial imperative to improve the privacy of their products and services; Google have an ongoing commercial imperative to the contrary.