Obviously, Microsoft desperately tries to squeeze out some money from Windows by harvesting more personalized user data. Interestingly, when Apple introduced the Apple Watch feature that allows you to unlock your Mac with the watch, they did just the opposite. For security reasons I could no longer use my iCloud account to logon to my Mac and had to switch to a local account. Of course, the iCloud features work just like before. It is just a different account with a different password and I only need the iCloud account when I actually use the cloud. So Apple gave up the advantage of collecting user data for security reasons. You can clearly see the different philosophies of the two companies here. Whereas Apple is a customer first company, Microsoft is a Microsoft first company.