MS's AI is entirely processed on device. That was their entire security pitch: the data never leaves your PC, why are you all getting so angry about it? Isn't your PC secure?
But you didn't remember that because you were already angry when you read the headlines and that was only two paragraphs down and also it's a terrible argument that doesn't resolve any of the valid concerns people had.
But Apple went out there and talked about sending the name and face of your auntie to their servers along with every email she's ever sent you for a computer to parse exactly how close you are to her like it's the best thing that's happened to your privacy this century. And they sounded like they meant it and were vague enough and they said they pinky promise to not keep any of that info for themselves. And you don't just remember, you believe it.
They are really, REALLY good at this, and that's only helped by how bad Microsoft is at it.