Apple is not an advertising company, its a hardware company. While I feel it's going down the same route as Google, its current privacy policies are significantly better than any of its competitors. Furthermore, Windows 10 goes way beyond the norms by having permission to gather keystrokes and content from private and public files, and it doesn't allow disabling some of its privacy-violating features unless you purchase the enterprise edition. MS has turned the advertising-heavy Google Play experience into a desktop OS, and they're the first to do so, hence the criticism.
