To the degree that people are concerned about the amount of data being collected by Big Tech, Apple would seem to be the big beneficiary. It gets its money from selling products (and to a lesser degree content and services) rather than through advertising.
Why now: It's a point CEO Tim Cook has been driving home after Facebook's big privacy lapse, including during an interview on Wednesday with Recode's Kara Swisher, when he said:
"The truth is, we could make a ton of money if we monetized our customer — if our customer was our product. We’ve elected not to do that."