I can't say that I like either Apple of Microsoft. It's hard to find a company that's not at least to some degree 'evil' if they are involved with 'the Internets' in any way because all of them have these grand dreams of taking over the world and their customers' living rooms and all of them to some degree are anywhere from reluctant to willing collaboratros and enablers of these current militaristic/surveillance/police states that, too, have these grand dreams of knowing and controlling 'everything', including the most intimate aspects of our personal lives.
Microsoft has been and continues to be a willing collaborator and cooperator. I believe they practically begged the NSA to take the backdoor keys to their Skype and Outlook services. Apple, while not so slavishly working with the spooks, is trying oh-so-hard to turn their customers into helpless slaves, keeping them isolated, insulated, ignorant and depended so that they can be overcharged for everything Apple makes and does and keep them come begging for more.
Within that context, maybe Miucrosoft's console business is more like Apple. Sony have been trying hard to be 'the good guys', probably because they've been struggling in the marketplace so they don't have too many options, even though greed and nastiness perks up from time to time - like in the grossly overpriced, proprietary memory cards for the Vita. Nintendo, I don't know much about what they do or how they operate.
