From [1]: The truth is that collecting information about people allows you to make significantly better products, and the more information you collect, the better products you can build

That is a hilariously absurd statement. Collecting data has never been about making better products.

And apple being pro-privacy is equally absurd, they just haven't gone full retard and started collecting everything they can. Which I guess is noteworthy of a company its size today, but don't confuse that with pro-privacy. It is just what everyone would expect of any sane entity. The climate of today just means we've set the bar so low that some confuse it for "pro-privacy" to care the slightest of it's consumers.