Technology

I do have nothing to worry about because I'm not an Apple user.

Key words right there: "more profits"

Many iPhone users use that particular phone because of privacy, since the only other option is Google who has a well known track record of not caring about it. If Apple destroys their reputation for privacy they remove the biggest reason for why many users choose their phones, which often in turn leads to a buy-in to the whole ecosystem (=lots of money). They might as well choose Google then. That would be a loss of profits. For it to be worth it the data mining of people's private files would have to on its own provide an increase in profits greater than the loss from consumers fleeing. And it might, but again, they'd lose a very unique and often times important reputation. That's a big and risky decision for them to make - to radically change their whole public persona. My guess is they want to keep that reputation for as long as they can and use other means to make their ads effective that aren't as blatantly privacy invading. Down the line though it will of course only get worse, because that has been the only trend in this world of enshittification.