You could also say: Facebook is monetizing advertisers, not users. And: They collect nothing whatsoever from free social media marketing.

The point is that Apple has users and user data, and companies come to Apple to make money on their users while paying Apple to get access.

But that's backward, again. Apple is monetizing developers because the money comes from the users. Users pay to have access to the developers.

Facebook is monetizing users because the money comes from the advertisers. Advertisers pay to have access to the users.