Apple has been increasing their own data harvesting and advertising, so same shoe different foot.

Google Cloud is fantastic compared to the others. I don't know why people still go to AWS, nothing interesting has happened, it seems like very little has changed. My biggest gripes are the cookie cutter EC2 vs the flexibility of GCP VMs and the account/project switching in AWS vs GCP.

Google is also one of the few companies at the forefront of AI. There is definite innovation there.