I think what he's getting at is that Apple does collect a lot of very similar data about it's users. Apple Maps still collects data about where you've driven - the difference is that they don't turn around and sell that data like Google loves to do.

I believe (but could be wrong) they also treat that data in a way that prevents it from being accessed by anyone besides the user (see: https://en.wikipedia.org/wiki/Apple%E2%80%93FBI_encryption_d...