They do though, they've asked me on the iPhone if I want to have personalised ads, and I said no. Now I don't get personalised ads.
As it currently stands, there is no way to "opt out" of being tracked by Apple.
[1] https://www.scss.tcd.ie/doug.leith/apple_google.pdf
[2] https://hn.algolia.com/?dateRange=all&page=0&prefix=false&qu...