What exactly is better with Apple (or Google or Facebook or Steam or Whatsapp or Firefox or ) than on Windows 10? My impression (I don't use any of these) was that - as usual - Microsoft is late to the party and is just implementing what is already common on other platforms. The problem IMO is that user data has much more value for advertising than for any other use. And that is because marketing is more or less the ultimate scam. Unless we fix the ad business we won't see much use of data that is actually beneficial to the user. There is for example nothing wrong with Google having a database of cell tower locations, but it is problematic that the normal access api is asking for the location of a particular tower. While synchronizing (parts of) this database on a regular basis has most of the user benefits and none of the privacy concerns.