yes, and the lie that they want you to believe is that it has to be this way. No it does not.
You can use Linux on a PC and it will not track you. People has been using Nokia phones for decades and there was no tracking and scanning. Even e-mail services like Hotmail back in the day, while they could, they did not monetise it or sell or were even interested in reading your emails.
They want you to believe that you have to give up your privacy to use modern technology, but this is a lie.
Yes they can enforce their rules on their servers and here is the exact problem. Google and FB also can let you use their services without tracking you and share your data and build profile on you, but guess what? their servers, their software, their rules. Now Apple is just becoming another Google and FB.
I use ProtonMail for email. Their servers their rules. They give end-to-end encryption unable to scan my files even if they wanted to. See how ProtonMail is much nicer for my privacy than Apple?