Apple got $12 billion from Google to keep Google the default search engine in Safari in 2019. (See [1].) All that money comes from ads. If Apple was really principled about privacy, they'd develop their own privacy-preserving search engine or steer people toward another one. As it stands, the pro-privacy measures Apple has in place are good, but are only what's convenient to users, and they often serve to promote their own revenue channels. Further, Apple seems to be default-on-ing their own ad network, while default-off-ing tracking by others. (See [2].)

[1]: https://fortune.com/2018/09/29/google-apple-safari-search-en... [2]: https://www.forbes.com/sites/johnkoetsier/2020/08/07/apple-a...