Actually no, privacy is a point of difference between Apple and the other companies. Apple has very different philosophy regarding user data. Generally they try to keep it on your phone and they don't suck everything up into their datacenter, as they aren't in the business of selling ads. That's why their "intelligent assistant" stuff isn't as good as Google's.
Google sells your data for $$. It is their main income stream. Apple doesn't. They don't want your data and don't enter markets in fact because they don't want to monetize you or your data.
It's somewhat reassuring seeing Apple stand up to the FBI, which I haven't seen any other company of their size do. There may be other examples but I've missed them.
They're not really targeted. You just purchase keywords for your app and then they can display it at the top if someone searches for those words. They're not doing anything fancy like seeing what other apps you have or using any of the information they may or may not have about you.
