Apple has been criticized in the past for having an internal culture/dictates to avoid "synergizing" this kind of info between their products/services - criticized because it affects the quality of features like Siri.

Contrast to companies like Google (who don't directly sell your info but still profit from it) or Facebook (who have had numerous exfiltration incidents over the years and who sell very targetable info that could be used to isolate a single person).

Meanwhile Equifax has horrible security and you aren't even remotely their customer - they just collect your data and get passive income from that.