Profiling the user based on their seemingly private usage of the device is a breach of privacy. This is the big issue. It's not okay to be all for privacy when it's other corporations' tracking methods, but employ the same methods for yourself.

What Apple basically did was say "tracking users for ads is great, and we realized we don't have to share this data with other ad companies, so good for us."

Apple can collect device data for technical purposes, which is borderline, but more acceptable.