Conventional consumer data collection relies on users coming to the collection mechanism i.e. spending time on a website or interactions on social media.
Apple is poised to withstand many privacy protection measures because their collection mechanism is in millions of peoples' hands and pockets. iPhone users are providing high-resolution data to their platform. The accuracy of your personality profile and related data are nicely packaged and easy to convert into highly targeted advertising.
All running on closed source Apple software, with no physical on/off switch for those data collection pathways... or even the phone itself, which never fully shuts down. So maybe Tim Cook really is Big Brother.
If you have even the slightest evidence to the contrary, now is the time to present it.
I don't trust them to stay good forever.
I definitely don't trust them to not get infiltrated by government agents who want the sensor data. I only mostly trust their digital security enough for Apple Pay and Keychain.
I recognise none of this is evidence against Apple as it is today, and that my concerns speak of hypotheticals. But then, I don't think of anyone at Apple as Big Brother; the closest is that I find their content rules to be that frustrating Anglosphere dichotomy which treats sexuality as vastly worse than violence.
But, it is utterly dishonest to claim they are doing it now if you have no evidence.