I don't think Apple's comment meant that they don't collect ANY information, of course they do. Anyone who runs any kind of online service wants to know know its users are and how they use the service, it helps improve and streamline it. I don't have a problem with that; If I sign up there's a certain expectation that the information I enter and the accesses I make will be logged for their own purposes.
Some companies, however, have so many services that are so popular that your average internet user is almost certainly going to use them - sometimes whether they realize it or not. Or the services might be tied to a device, like Apple's or Google's. This is the class of service and data collection that is concerning to me. When it comes to those, "connecting the dots" is very much the important part.
When deciding what kind of dot connecting a particular company may be doing, I just follow the money. Does Apple have a reason to determine every little thing about me? Do they want to know if I eat eggs or breakfast? Or drive a Ford? Does having that information help them to make money?
Now ask the same question of Google. Personally I don't want to use an operating system that's written by an ad company because I know they'll do everything they can to connect my dots. I don't believe Apple has as much incentive to do so.