No they never were, they were "do no evil" but at the exact same time everyone knew they were an advertising company and most people in the field could see where it was heading eventually, or at least i'd hope.

Apples motives are different, selling premium hardware and MORE premium hardware, they wouldn't dare fuck that up, their nestegg is hardware and slowly more services tied to said hardware ecosystem (icloud subs, tv subs etc). Hence the privacy makes sense to pull people into the ecosystem.

Google... everything google does even phones, is for more data gathering for their advertising revenue.