Apple makes billions off hardware and it's cut in ecosystem sales and has a brand image of privacy which helps those sales.
That's the thing, Microsoft was making peanuts from Windows users, especially after they started offering upgrades for free. Microsoft sells Windows licenses at a discount to OEMs, and OEMs sell the laptops where the real money is made.
Apple doesn't have this problem. They make a buttload of money from macOS users because they sold the (very expensive) hardware it runs on. Apple's incentive is to keep those users happy, so they keep buying $1200-$4000 laptops every few years. Sacrificing $100-$200 worth of data/ad revenue to keep those big purchases coming makes sense. It's why when you set up a new mac, you aren't bombarded with ads for candy crush.
Microsoft also wasn't a data selling company, but that didn't stop them pivoting into one when they realized that Google was making more money from Windows users than they were.
At some point in the future Apple's growth will plateau, Tim Cook will retire, another CEO will be appointed, while shareholders will always demand more growth, so guess where that growth will come from.
Companies always change with time, they never stay the same, otherwise Woz would still be working there. Which is why I trust no big company in the world and why you shouldn't either, no matter how shiny their products are.