What does services actually consist of? From [1], it looks like the major components are the app store, iTunes/Music (purchases, I assume) and the iCloud? I'm not seeing the data dependency that would incentivize Apple to look to Google for advice, at least not in this category.
The closest might be recommendation systems, but afaik even Netflix only collects from its own information pools, and the main chunk of it is probably for their custom shows; Amazon definitely doesn't track that much data about their users, because their recommendation system might actually be useful if it did.
[1] https://en.wikipedia.org/wiki/Category:Apple_Inc._services