I think the significant differences between Google's business model and that of Apple is worth keeping in mind. It's an issue of opacity.
With Apple there's absolute clarity - I pay them substantial sums of money and they provide me with hardware and software. I am the customer and it is in Apple's best interests to keep me happy. So long as they keep me happy I will keep spending my money on their products. We both win.
But, with Google things are less clear. Yes, they need to keep me happy but they also need to keep their real customers, the advertisers, happy. That can give rise to conflicts. Where my needs as a user conflict with the needs of the real customers then Google has a tightrope to walk. In fairness, they have largely managed to do this with a great deal of skill. But when I buy from Apple I don't have that to worry about.
None of this is to say that Apple will never do something that is not in my best interests but it is to say that they have far less reason to do so than do Google or Facebook, to name but two. Amazon is another interesting player because, for their model to work, I need to keep buying their content. Apple doesn't need me to buy any iTunes or Apps for their business model to work.
MS is, in this way, closer to Apple than Google. They want to make money selling a product to consumers, like Apple do. I would feel far safer hitching my wagon to MS or Apple than to Google, Facebook or Amazon. And I say that as someone who admires all three of those companies and uses their products daily.