If you're concerned about MS privacy, you should be absolutely outraged about Google, Facebook, etc. You also shouldn't consider Apple to be that different.

The Win10 privacy thing isn't much different from what Apple now does by default, and all of it can be turned off. While it does gather data, it does so in the course of supporting functions that most users want like Cortana and smart search. Apple is also full of phone home stuff that must be deliberately turned off if you don't want it.

The fact is that the market has clearly indicated (1) a preference for free stuff that is supported by 'ecosystems' and indirect monetization, and (2) a willingness to trade privacy for convenience and features. You can't blame companies for complying with what the market clearly wants as indicated by consumer buying behavior. If people cared about security and privacy more than features and UX, they would vote with their dollars.