Apples business models has always been about figuring out why something a competitor did flopped then fixing the flaw (either by improving the tech or just better marketing and management). The industry feeds apple as much as they steal from it. It's a slow grown company.

Microsoft is basically "we were really aggressive back in the day, established a monopoly everybody hates, and cannot figure out how to compete with modern alternatives in a way that won't piss off investors".

Apple is no saint, but they never lied about what they were doing. Microsoft, on the other hand, deserved everything that happened to them.