Microsoft, since its only product is software, has to go to great lengths to protect and extend that property base. "Extend" here is Googly data mining.
Apple, on the other hand, makes money by selling you the hardware. The protection is the physical ownership of the device. You might not believe Apple when it says "we don't want your personal information", but you have to respect that they're not depending on either data or software to make the great majority of their revenue.
This may not be a popular opinion, but I trust Microsoft more than Google, Apple -way more- than Microsoft, and the NSA more than any commercial company.