I can only refer to what it can do now. The rewrite on Apple is better thats for sure. Google's Imagen3 is insane though!

Apple hoover up just as much data as Google; they just keep it all for themselves to influence product development in the hopes of selling you another iDevice rather than profiling users to sell ad space. Apple do not however have the web tracking Google have.

It could be argued that an exchange of browsing data is the cost of keeping the web 'free'. I have no problems with either case, really. Web ads remain after-the-fact and terribly ineffective. I already know what I looked at earlier!