As for Microsoft and Apple ,we really don't know.
Could we have predicted the iPhone in 2005 ? Do we know what kind of car Apple is working on ? Do we know about Microsoft "special projects" group which recruited someone from Darpa ?
And than finally when we do know about innovative efforts , the author dismisses them out of hand: "Google’s Project Ara modular phone and Microsoft’s HoloLens AR headset, by contrast, are the tech equivalent of concept cars: supremely ambitious today, but years away from hitting the market in what will likely be a tamer, less revolutionary form."