One word: privacy. They are already trying to create an image that what is on an iphone is yours, that osx does not send endless amounts of telemetry back to th

One word: privacy. They are already trying to create an image that what is on an iphone is yours, that osx does not send endless amounts of telemetry back to the mothership,etc.. But I think that in the next 5 years this image will become a very important differentiator. In the near future there will be services like the amazon and google voice assistants that rely on you being the product and there will be services that you use in private without relying on them sucking up all your meta data.