If they don't Microsoft will, with Edge - they've already shown willingness to give it more privacy options than Chrome, and they can go further if it gives them more of an, uh, edge.

It's interesting that Apple and Microsoft are the original PC gang and they seem to be making a resurgence (just missing IBM) against the web upstarts.

I don't think anyone has any illusions about their motives being pure, but there is something more clear cut about "sell me useful hardware and software, I give you money in return" as at least a part of the relationship, compared with Facebook/Google where the value exchanged is my attention/eyeballs to advertisers..