Things get more interesting with the second category: "non-personal" information, which is any user data that isn't associated with a specific individual. We're talking about details like customers' jobs, real-time location, habits, and the like. That data, the company says, is collected anonymously. Apple has free reign to share, sell, or store it however it damn pleases.
Just because Apple hasn't explicitly tied a name to the information doesn't mean it's anonymous. Even a fragment of the location data is enough to identify most people.
The point is no longer "What $COMPANY does with the data it collects", though that might be unsettling on its own, it's what the NSA (or any other data aggregator) can do with it.