Apple made snarky comments about Google using personal information to provide advertisements, while at the same time being deliberately misleading about how they also use your personal information. They use it for the exact same thing that Google do, regardless of whether it is their "main" business or not. Apparently though, it's okay for a bit of data-mining on the side, so long as you make enough money on the hardware too.
To quote https://www.apple.com/privacy/
How we use your personal information
The personal information we collect allows us to keep you posted on Apple’s latest product announcements, software updates, and upcoming events. It also helps us to improve our services, content, and advertising. If you don’t want to be on our mailing list, you can opt out anytime by updating your preferences.
We also use personal information to help us develop, deliver, and improve our products, services, content, and advertising.
Looks like a duck, walks like a duck, quacks like a duck. Chances are, it isn't a chicken.