Apple's core business is trapping users into their walled garden so they can rent seek.

Whichever one you think is worse is really just a reflection of your own personal values. I value computing freedom above all.

The difference between Apple vs Google is that with Apple you ARE the ad. They don't need advertising when they know people will adopt them and then be forced into their ecosystem.

One should read, carefully, the Apple EULA and TOS.