Apple focuses on the mass consumer as their sole and perpetual customer. This allows them to maintain laser focus on solving the problems of the end users rather than solving the problems of an advertiser and forcing the solution on end users.
Apple's refusal to "innovate" on its business model has actually put them where they are today. Most other tech companies have other motives in making mobile devices: Amazon wants to sell you content, Facebook and Google want to show you ads, while Apple just wants to make the best damn phone out there and sell it at a very high price.
If the market definition of "best damn phone out there" starts to include "protects your privacy", Apple doesn't have the conflicts of interest that Google or Facebook do. I'm sure everyone else will eventually follow suit, but Apple is the only one with the capability to take the lead on privacy.