Part of apples winning strategy here is that they claim that they don't sell your data to advertizers. Google and MS are a different story. This means that Gool

Part of apples winning strategy here is that they claim that they don't sell your data to advertizers. Google and MS are a different story. This means that Goolge/MS have a much bigger incentive to store your data in "the cloud" so that they can read it. As Apple has always claimed privacy as one of their features, by fighting this, they stick to that narrative.