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.
Microsoft sells software, not advertising like Google. Apple's hardware and Microsoft's software are comparable. Both say similar things about privacy when Android talk comes up.
Both Apple and Microsoft want to get the advertising and data mining dollars like Google.
In the modern era, large corporations are always looking to expand and expand and expand. Both Apple and Microsoft are looking to leverage what they have to muscle into the online advertising industry. So, I think your trust is misplaced.