Apple isn't the Good Guy
Does anyone really believe that Apple won't try to monetize your information the second their stock price drops? Microsoft obviously found some value in doing so, rolling out Windows 10 at the very same time they ran commercials trying to convince people to move to Outlook.com because Google scans your emails.
Apple may say user privacy is key, until it isn't. Market share is falling every day. Apple's going to need something to keep the directors happy, and one would argue the average financial value of an Apple customer far outweighs the same for a Google user.