Well more accurately. Apple is a products business. They make money selling hardware.
Facebook like Google are ad companies. They sell you! To advertisers of course.
I wouldn't include Google there. I still assume the vast majority of their revenue comes from ads but that's really where the similarities end - putting them along the likes of Facebook is disingenuous. On the ads themselves - they've gone out of their way to make the ads unobtrusive and as "user friendly" as possible. They also have things like a "Futurist department" where people do nothing but work on ideas that aren't marketable but could become the future in a decade - they even have Ray Kurzweil working for them now. Speaking of working for them, they are now one of, if not the primary, destination for much of the top talent in modern computer science. The informal motto at Google is don't be evil. They've had some slip ups, but expecting complete homogeneity from a company of their size is now a bit silly. By and large they've shown themselves to live up to that and to put the consumer first.