Is apple serving up ads with your satellite data? Is apples basic revenue model based on selling ads with your PII. Or is apples revenue based on selling hardware and aervices? With apple my iPhone, or iPad or AirPods is the product not me.
No but there are other ways a company can try to profit from or monetize (now or for the future) a supposedly "free" product or service besides ad revenue. Apple's Emergency SOS via Satellite usage data, publicity, etc. can be quite valuable to them now and/or in the future.