You are looking at the HTML representation of the XML format.
HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
See the complete documentation, or API help for more information. 
<?xml version="1.0"?>
<api>
  <query>
    <pages>
      <page pageid="14" ns="0" title="SIMフリースマホのシェア" />
      <page pageid="17" ns="0" title="スマホ用のおすすめモバイルバッテリー" />
      <page pageid="18" ns="0" title="ASUS ZenFone 3の保護フィルムのレビュー" />
      <page pageid="20" ns="0" title="ASUS ZenFone 3をASUS SHOPで買いました" />
      <page pageid="23" ns="0" title="Android Terminal Emulator" />
    </pages>
  </query>
</api>