A few years ago, users of Internet services began to realize that when an online service is free, you’re not the customer. You’re the product. But at Apple, we believe a great customer experience shouldn’t come at the expense of your privacy.
Our business model is very straightforward: We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t “monetize” the information you store on your iPhone or in iCloud. And we don’t read your email or your messages to get information to market to you. Our software and services are designed to make our devices better. Plain and simple.
– Tim Cook (View the whole text: Apple – Privacy.)
Only a company that make that much money selling hardware could take this stands: Google, Amazon, Facebook and the others simply cannot afford such commitment… and it is not their business model. You are their business model, you are their product!