Apple is as much an ad company as Google is a hardware company. Their revenue and profit are aligned toward selling hardware, not data and so their stance is,

Apple is as much an ad company as Google is a hardware company. Their revenue and profit are aligned toward selling hardware, not data and so their stance is, and can be very different from others. For an ad company, not selling ads and data kills their company. For a hardware company it’s possible to have a high margin by just selling devices.