I'd take this a step further and summarize the strategy as: Google: Blend devices so the experience is seamless, tracking across devices is unbroken, and get a

I'd take this a step further and summarize the strategy as: Google: Blend devices so the experience is seamless, tracking across devices is unbroken, and get as much reach as possible with the free OS MS: Blend devices so the experience is seamless, tracking across devices is unbroken, and then ultimately once people are sufficiently bought in, switch the OS to a fully subscription-based model with strong lock-in Apple: Best experience for each unique device with strong ties between them because they make their money on the devices.