To be fair, Apple doesn't have as much of a reason to misuse your data as Microsoft, and their main way to benefit off you is by selling you more devices. Microsoft failed in the mobile department, so they mostly have desktops, laptops, and high end tablets, but their money comes largely from software running on those devices, and a lot of those services use personal data.

So, Apple wants to make sure you have a good experience on their devices so you'll buy more, Microsoft wants to know which of their products will fit your usage.

To me, Microsoft's telemetry is more creepy than Apple's, but both pale in comparison to Google's tracking. I choose to avoid all three companies' products as much as possible because I don't like being tracked.