Apple’s PR is better. With Microsoft all news titles were like “OMG Windows will take screenshots of all you do and send it to AI”, and with Apple it’s more like “Apple is carefully adding AI to their products, respecting user privacy as they always have been”.
Of course, when one looks into technical details they would find that MS Recall is strictly local and runs only on special hardware that people don’t even have yet.
Apple Intelligence does send your data to cloud and scans everything you have in Apple ecosystem, not just screenshots. Of course they say it’s done in very privacy respecting ways, and provide a lot of technical information to back this claim. But at the end it’s closed source and is subject to change at any time.
Having said that, Apple users are used to and value that Apple magically takes care of everything, so they are happy to pay premium for Apple’s products whatever the company does.