Apple has a huge advantage over the other tech companies being that their business is selling hardware and software rather than ads and data.
They could really screw the other companies to the wall on this stuff, and lead where the others can't follow - if they wanted to. Helps with their premium brand image and is a major reason why I would consider using Apple products (though I still won't).
Even the DMV(which everyone has to use) sells your personal info. There's no avoiding your info and privacy from being sold or violated in some way. Of course, this includes companies like Apple who might not deal with ads and data, but can and have had data breaches where customer info was taken.
Generally a misunderstood aspect of data collection. It's almost entirely for advertising to people better and better, and they don't do that by "selling data" but by profiling you and showing you specific ads based on that profile.