Tim Cook even famously responded to a right-wing troll during a shareholder meeting asking Apple to commit to only doing profitable things and dropping stuff like making their production climate neutral with "When we work on making our devices accessible by the blind, I don't consider the bloody ROI.” “If you want me to do things only for ROI reasons, you should get out of this stock.” and somehow he's still around
edit: it really pissed them off too haha https://nationalcenter.org/ncppr/2014/02/28/tim-cook-to-apple-investors-drop-dead/
Microsoft's thing takes a screenshot of everything on your screen and saves and indexes it. Opened up your password manager and revealed a password? Saved. Opened a porn site in a private tab in any browser aside from Edge? Saved. Opened up a private encrypted chat to try to get away from your abusive partner/parents? Saved and indexed. Logged into a portal at work showing HIPAA information? Saved and indexed.
Apple's thing is basically a better search feature of all the data you already have saved, that apps have already opted-in to sharing. It runs on device, and Apple has promised they do not send the data back to train the models. They also have some generic ChatGPT-like tool to help rewrite your documents, but that's 100% opt-in so nobody really cares about it, it's easy to just not use.