Also, I'm not forgiving Google nor Apple here, it's just that we have heard so much about this, it has kinda lost the surprise it once had. This is alarming and I also consider it alarming that some Google fans don't mind Google doing/allowing this stuff as much as they mind Apple, and the same for Apple fans to Google, but really... Google, overall, seems to be a somewhat better company than Apple.
Google at least tries (tried?) to embrace their fans and such rather than outright controlling them. Google doesn't necessarily put stuff and watch our every move all of the time, just for Google services. Google allows other groups such as the wireless companies to do it and that is still bad, but Apple does everything themselves and tries to keep it that way. Both companies should stop invading privacy, but that just isn't going to stop no matter what we say.
We, as the more tech savvy people, can be as alarmed as we want to be, but the majority of users need to be alarmed too, or at least a lot of them. Otherwise, Google and Apple just don't care. Same thing goes for the wireless companies and more.
The best we can do is just not do anything we really don't want someone else to see on the phones. I don't do anything that involves my personal data, nothing about any bank accounts and such on my phone and that probably won't ever change.
Programmers among us can help out more by writing code that stops some/all of the crap that we would otherwise need to put up with, but even the average techy only knows so much about programming.