Apple doesn't have the data that Google et al has. All of the ML that apple does for example is done on-device or is privatized [0]. This goes for all of their services that Google has built their business off of: Messages, Siri, Maps, etc. People don't respect Apple's security because they trust Apple, they respect it because Apple has intentionally shot themselves in the foot if they wished to sell their data in the future.

[0] https://machinelearning.apple.com/2017/12/06/learning-with-p...