"If anything, Microsoft is better in the sense that it offers more share of the app cost to the developers and also doesn't charge tithes like Apple does on content."

These are just value propositions from an also ran.

Apple takes a cut on sales because that's what store's do. If I sell cereal to a supermarket and you walk in and buy a box, the store does not give me all of that money. Why? Because the store worked hard to get that customer to walk in. Similarly Apple worked hard to make ITMS and App Store work, bringing millions of customers to the apps and music. And no one calls the supermarket's cut a tithe either.

Why support MS because they came later, copied the successful innovation and undercut it by a few %? Supporting the company doing the innovating seems like a better path to incentivizing other companies to innovate new products and markets instead of just copying what's successful.