Apple is very explicitly in the tracking and ad targeting business. See https://support.apple.com/en-us/HT205223 for the information they collect in order to allow ad targeting against you. They unfortunately don't explain just what the data they "make available" to "strategic partners" is though.

Note: I'm not claiming that Apple is somehow a particularly bad actor in that regard. But their ads are not just keyword based. They track you, and sell access to you based on the information they collected, just like other adtech companies. Does that change your conclusions?