I said this in another place, but Apple are now just as keen to flog you product as Google. I get prompted to upgrade my iCloud storage whenever I use my phone. On Apple News, every other article is News+ exclusive. In the App Store, there's a dedicated tab for Apple Arcade. And let's see what happens when they release that Apple Watch Fitness program.
All of these things I mention are unavoidable advertising on a device I paid for, presented to me in apps I can't remove. Now you could say "aha, it's only Apple that have my data," but Apple are NOT your friend and they are NOT the good guys. They are a company making money. The only difference is that people choose to trust Apple because they project a "we're your friend" image.