Apple sells media content via iTunes, and wants to also produce it's own content apparently. Are you seriously suggesting that Apple would not use the data they have on existing purchasers to suggest new content that they might be interested in for example?
Just because Apple say they don't do it and like to take the moral high-ground doesn't mean they aren't doing it too. Google's motto was don't be evil, yet they slurp everything and dump zero days exploits in other companies software on to the internet if they aren't patched as quickly as Google would like. Facebook are quite simply pure evil, and Microsoft have many questionable practices that are, if not as bad as the other two at least in terms of data mining, are certainly in the same ballpark.
Let us not forget Apple themselves have done some pretty shady things, with conditions at their partner manufacturing plants, their tax arrangements, excessive vendor lock-in on accessories and maintenance, pushing out new pieces of software as a "recommended update" and forcing the download of a U2 album that no one wanted.