Apple's ad business is fairly limited in scope (I think they only sell ads in the App Store and the News app) so user data is not as valuable for them as it is

Apple's ad business is fairly limited in scope (I think they only sell ads in the App Store and the News app) so user data is not as valuable for them as it is for Google and Facebook. They definitely do make some money off Apple Pay transactions via interchange, but it's probably something like 0.1 to 0.3%.