Tile is like most any tech-related company: they have a business model, got investors based on that model, and see the world based on how they can make money. They criticize Apple based what's good for them, not what's good for you or me. That doesn't mean their criticism is wrong, you just need to think about their motivations.
I gave up on Tile long ago because (1) I didn't like Tile's privacy policy and an approach to security (sounds like it's not any better now), (2) I didn't want to expose my location to yet another company, and (3) i didn't like the idea that someone finding my keys or who hacked my account (via Tile or me) could set off a sound on my iPhone. Sure, Apple and my cell carrier know where I am, but if Tile does too, they are another potential exposure. Tile did not seem to appreciate the significance of the data they collect and keep.
Basically, I trust Apple more than most other tech companies because of how they make money (by selling you things and services), and their approach to privacy & security (based on what they say and do).