Apple "I-want-all-your-data" and AT&T "you-have-to-opt-out-of-tracking". Of all companies. We have to count on our enemies to protect us because we are powerless. Let's just hope they start privacy wars.
If anything, I would liken Apple to a jealous and abusive boyfriend - they'll beat and abuse their customers with sometimes arbitrary controls over what they can do with their hardware, but God help you if you try to do the same to their customers. Whether you're a third-party developer, an accessory manufacturer, or anyone with a relationship with those customers, Apple will come down on you HARD if they think that you're harming their platform or exploiting their customers. From that point of view, Apple's action here - trying to interfere with RS' sale of Apple customers' personal data - is typical of Apple.