Yes it has value, but it also has cost. If Apple were to begin monetizing user data, their brand would be impacted and users would be less willing to purchase products from them. That has serious bottom line consequence, and Apple has spent years (decades!) building a particular brand image that this would undermine.

Re: company's soul, companies are made of individuals, and if those individuals are opposed to the companies practices, the company can lose those people. Apple has a particularly well-defined and long lasting culture, and it'd be a huge change to who they are and who works there. Talent+brand risk the kind of risk a business wouldn't take unless it was a last resort. Sure it could happen, but there's a lot of more realistic hypotheticals to ponder in the world.