Dave Farrington sums up the distinction. Your personal information is valuable to Google, Microsoft, Amazon, et al. What about Apple? Not so much.
Apple does not invade your privacy is that way because it does not need to. Revenue and profits come from hardware sales, not giving away the free candy of applications and search results to add more data to the personal dossier the way Google, Amazon, and others do with seeming ease and impunity.
It’s all about money. Apple doesn’t need your personal information to prosper. For Google, Amazon, et al, it’s a requirement.