It's about the kind of power they have. Microsoft cannot get GPS data from your smartphone (no one uses Windows phones anymore), Google can. Microsoft cannot ge

It's about the kind of power they have. Microsoft cannot get GPS data from your smartphone (no one uses Windows phones anymore), Google can. Microsoft cannot get the searches you made from your smartphone (see above), Google can because, regardless of whether you're an Android or iOS user, you most likely use Google as a search engine. Nowadays, people spend a lot more time on smartphones than they do on their personal computers. So, Google is far more powerful than Microsoft and arguably even Apple.