Unless you have taken all the steps to remove the capability, your iphone is recording whatever is spoken near it. Its okay if you don't believe me because its easy to test for yourself. Think of something you have never, not even once, searched for with your phone or computer (it doesn't have to be strange but you do you). Next, setup a call or in person conversation with someone about that subject matter and be as specific as you can that you are looking/searching/trying-to-find that thing, then pay close attention to the advertising you are served. Its going to show up so make it something unmistakable.
Apple likely employs PR-social-media to engage with the conversations here. They are fairly easy to spot be we can't call them out directly because that would be bullying, so be nice. Its best to silently recognize them for yourself knowing its a tactic they are using. Apple, Google, FaceBook, et al will do whatever they think they have to do to keep that sweet profit rolling in. Their version of the right thing is always going to be the right thing for today's profit.