Almost any corporation can look like a saint by comparing themself to Facebook. Apple and Microsoft are playing the long game. They both collect a ton of data a

Almost any corporation can look like a saint by comparing themself to Facebook. Apple and Microsoft are playing the long game. They both collect a ton of data about everybody who uses their products and properties. They are definitely expanding their ad business behind the scenes. It is difficult to get exact advertising numbers since they obscure revenue by lumping it into 'services' like many data companies do. Direct sale of data to third parties is also classed as services.