Re: "no problem giving Apple a pass" - One major difference
Apple provide iOS installed an hardware they make.
Microsoft provide a generic OS that can be installed on any (compatible) hardware.
You can only get iOS if you buy Apple's HW. MS SW comes on almost everything else. MS also have contracts with just about every other HW manufacturer making it difficult for them to supply non-Window's systems, so it is very difficult to buy a non Apple PC without being forced to buy Windows. MS are considered to be a monopoly and as such are expected to behave in ways minority players aren't. The EU has in the past forced MS to give users a choice about browsers, they then quietly forgot and the EU quietly forgot to enforce the ruling until it became public that there was an issue and they were chided back into action.