Sidenote: this applies to 3rd party apps. Lets remember Apple vs. Google is very real, so playing the privacy advocate is not only good marketing for Apple, but also allows them to interfere in Google's ability to track users like this.

Ad blocking is another example; allowing it in iOS was probably a strong blow against Google.

Apple can and does collect a lot of data from your phone. Their business might not rely as much on individual targeting, but they still want to understand users as much as possible and have the means to do so.