Every company uses my data for analytic purposes. Ads that I do see in google play are almost same as I see in apple store. Both take my data and try to serve me the best. In fact, I don't think it's necessary evil but what bothers me is pretending that one company save my data better or make me believe they don't analyse my data.
Everybody does it, who says it does not analyse your data, he is lying.
You know apple has news-advertising and searchads that is based on iAds[1] ? Trust me, they need your data to work properly!
Look it all comes down to trust and I see way fewer reasons to trust Google than Apple. Both deserve a baseline measure of mistrust, but Google has all the incentive to spy on you while Apple has little to none. And when it comes to investigations of “why do you have this data in the first place?” Google’s answer is “we need it to advertise” while Apple’s can only be “we need it for this specific service” and if they fail to show why, they are liable. Google and Facebook have a virtually identical business model: collect, aggregate, advertise. If you don’t trust Facebook, why would you trust Google?
