More people trust Microsoft than Apple with their information? What is going on there?

Why is that so hard to believe? Apple has a habit of price gouging for extras. You buy a Mac and you need to spend an extra 30 bucks for a dongle to something basic, like plug in an HDMI cable. That sort of thing can rub people up the wrong way.(That precise example may not be up to date but it was 10 years ago).

Also didn't some celebs get their iCloud (or whatever their offering is) accounts hacked?

I am not saying that I personally find them less reliable than MS, but I can see why less techie people might have a mistrust.

PR campaigns is my cynical guess both positive from Microsoft and negative from FUD slingers. Since Microsoft outright betrayed their customers in the past but Apple stood in the way of the "right to backdoor". I am no Apple fan but it is consistent with the larger corrupt pattern of "smear anyone big and not giving you what you want".