I don't speak for all consumers, but at least I prefer a company that puts on a good show of garnering trust even if the UX is eroding. Apple's security and privacy measures all make sense. They do still require some measure of trust, but they are not overtly saying "pay us annual subscriptions so that we can monitor all activity on your personal computing device". That's a business model that erodes customer base faster than execs can snap out of their reality distortion fields. I wouldn't want to be an MS shareholder right now, but I wouldn't mind owning Apple.