What are Apple and Google doing to protect their Android and iOS devices from these data brokers? Or are they just allowing and making it easier for them? Why g

What are Apple and Google doing to protect their Android and iOS devices from these data brokers? Or are they just allowing and making it easier for them? Why give apps the power to do these things, why not give the power to the person who bought with their hard earned money these devices - why not let them choose whether to allow an app to grab all the data they can?