Apple is collecting, don't kid yourself.

They are also have plans for distribution of data within their own echo system. It appears they are building an advertising platform (to compete with FB, GOOG, ETC) so the data they collect can be leveraged, by Apple, for it's own competing products. The simply aren't "giving away" collected data to FB anymore. Once their Apple advertising platform is built their story will change.

Remember when Google was "Don't be evil"?