What exactly is better with Apple (or Google or Facebook or Steam or Whatsapp or Firefox or ) than on Windows 10?
Nothing. I don't like modern Apple (I feel that they fuck over their customers in many ways so I refuse to purchase their products for my personal use (but will purchase them for others as gifts, which is still funding them)), however I would feel more comfortable having OSX on my network than an OS that is supposedly going to send the information about how to access the network to people I did not give permission to access it (I have many other issues with Microsoft, and with Windows 10, if what I am reading is true, and refuse to allow those I care about to be taken advantage of in a way that I know about and not at least warn them...since this is my network that I pay for, and with my devices on it, until I have looked into it further I am not allowing a Windows 10 box on it). I don't use Facebook, however I have abused/misused it a bit in the past. I have never used Whatsapp. Steam and Firefox are both a matter of convenience for me, however I am not a fan of either. I only use Firefox on my things when I am trying to access stuff that doesn't work well with other browsers, or if I need one of the little add on thingies, such as when I occasionally play Urban Dead. Steam is just a way for me to get games.
An OS or program itself is not the problem. The problem is when it was designed to do things I disagree with. If there is no way for it to do those things I would possibly still use it or play with it. For example, I would like to see what Windows 10 has going on, but I would play with it in such way that it can't pull an E.T. and phone home. By doing it in that way I will be unable to see what it truly offers, and I would not be able to see what it is trying to send to MS (however I would probably monitor traffic to get an idea). Maybe I will go spend the afternoon one day next week at a store and play with it. I was instantly disgusted by Windows 8 when I messed with it in a store, so 10 doesn't have to do much to be an improvement.
For my personal use I will stick with a (non-Apple) *nix, and a bit of DOS and Haiku and other fun little things.
I noticed I missed Google. I do, stupidly, use some Google services and products, and not in a way that protects my information. They have done many things to piss me off over the years, too. I think the hearts of some Google employees are in the right place, and the company is just a bit too big, with its tentacles in everything, to truly not be evil.
The advertising, even targeted advertising doesn't really bother me. I am one of those idiots that tries to help out some sites that sell advertiser space and such by actually going to their sponsors sites sometimes. I nearly never find anything of interest to me, but the 2 minutes I spend looking around is worth it to me if the site/company I actually like gets a bit of money.