A while ago, Tim Cook published a statement about privacy and the Apple philosophy. My favourite quote from his statement is this:
"A few years ago, users of Internet services began to realize that when an online service is free, you’re not the customer. You’re the product."
While this is a sentiment I've been repeating for years, I found it interesting to hear it come from Mr. Cook. My first thought was that he's talking about Facebook and Google. I thought "who is he targeting with this? Who is he alluding to?"
Of course Apple is different. They don't make money off ads, they make money off selling overpriced products and services to willing fans. Sure, some of the stuff is free, but they don't make money off services supported by advertising.
An important thing to remember is who has their hand in the cookie jar. If you're not paying for something, then where is the company getting their money from? Facebook, Google, Apple, Microsoft.... you can be sure they're not non-profits.
And if you're not paying for it, someone else is. It's important to know who that person is.