Anyone who seriously thinks Apple are going to turn into another Google or Facebook needs to give their head a wobble.
Look at, for example, their recent pro-privacy improvements to the App Store where developers are now forced to state in black and white what data their Apps collect.
Look at, for example, how pissed off Facebook were with recent privacy improvements in iOS. If Zuck is pissed off about a privacy improvement, then it must be a good thing !
If Apple didn't give a shit about user privacy and wanted to sell all your data, they would have done so a long time ago.
Fact is that Apple has many moats. One of their biggest moats is their stance on the privacy of their user's data. They know that if they backtrack on that, many people (including myself) would vote with their feet.