They're both businesses, but at least Apple treats its customers (usually) as customers (that they want to come back to them), and not (like Facebook) as a free content provider (to interest other users) and product to be marketed (user information for targeted advertising) while Facebook provides inadequate privacy assurance, biased censorship, and no renumeration other than the use of the site. In effect, Facebook uses their users two ways: to help attract and retain other users, and to provide the information (or at any rate the audience) for targeted advertising; plus the third way, of pushing their own slanted interpretations of what is or isn't appropriate, factual, etc. (not that they aren't free to do that, but that it's particularly obnoxious together with the other ways they exploit their users)
And to add insult to injury, Google at least understands ONE thing that Facebook doesn't really: advertising should be lightweight, relevant is ok given the targeting, but not demanding on the browser nor overly distracting to the user.