Tim cook wrote about the essence of Privacy at Apple. Here is what he says on the site.
Our business model is very straightforward: We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t “monetize” the information you store on your iPhone or in iCloud. And we don’t read your email or your messages to get information to market to you. Our software and services are designed to make our devices better. Plain and simple.
He nailed it. Loud and clear. There is a whole site about how and where our data is used from our devices by Apple or by app developers, do check it out. If you haven’t enabled two factor authentication for your iCloud account, please do it right away.