Some days I think the Microsoft personal computing team is just a division of the Apple marketing department where their main charge is to help sell more Macs.
About 1x/year I get frustrated with the depth of my lock-in to the Apple Ecosystem and start looking for an alternative (thats not a science project).
After I go through the Windows offerings and do some reading I'm generally happy to go back to dealing with whatever bullshit Apple want's to cram down my throat this release. Now sure iCloud knows the depths of my soul but at least I voluntarily put things there. Thats a far cry from some AI screen capping me in the background and running some AI over it (to show me more relevant ads in the Start Menu).