[nerdjon]

For me it's primarily what their business is.

Apple is in the business to sell me devices (and now services but with those devices). So while they may collect data about me, the value to them is ultimately different.

Where Google's entire business is advertising. So they benefit from getting as much data from me not only directly from my device but from browsing or any other source of data they can find. And then mining that data to sell me to the people paying for ads.

I have gotten to the point that I am... accepting... data collection as something that I can just not get away from. I do what I can to limit it. But there is a limit to what I can realistically do about it. So what I care about is limiting how much of that data is in a single place as well as what those place's business model is and what they might be doing with that data.

[soundnote]

Apple has an advertising business as well.