Earlier quoted context omitted.
Apple collects and uses data all the time. Their marketing kind of claims they don't, but their privacy policy is very clear that they do. For example they continuously collect GPS position + list of WiFi APs from iPhone users to build their crowd-source'd wifi location database: "To provide location-based services on Apple products, Apple and our partners and licensees may collect, use, and share precise location da…
Also, Apple sells the default search provider space on their OS to Google for ~9B/year. So, does it really matter if Apple doesn't directly operate their advertising business and instead outsources it?
We should be more clear in distinguishing various levels of attacks to privacy.