Google shares what they're working on, Apple doesn't. Look at Google Glass - was that a successful product? No. If Apple had a product that flopped like that, there would be talk in this forum of firing Tim Cook.
Part of it is true, but I think Google just has more of that geek tech lab culture than apple. Look at their portofolio of strange or one-off projects: WIFI balloons, self-driving cars (not strange anymore), Cardboard, Glass, Cellular Carrier Service, Cable Service, etc. Which is why I think they are the more exciting company. Of course, all this does not guarantee profit margins, which is what Apple is good at.