Even if my perception is wrong, I picture google as a company that is better able to deliver cloud software. Since the hardware is all good enough now, what makes me consider going from Apple to Google is that I prefer google mail and google maps, and the google ecosystem. I also think google is better positioned to take on Amazon and Microsoft and Facebook. Apple is in a distant fifth place behind all those companies. And then you have Sony, which in many respects DOES have a better hardware ecosystem than Apple, for the home (speakers, playstation, cameras, televisions, headphones etc. and vue.) HomeKit and HealthKit are the two places Apple is competitive, and music/movie services are a dime a dozen at the moment, im not committing to an ecosystem if for example I liked iTunes/Beats more than Google Play. Lest we not forget Spotify and Roku are still independent beasts.
And on the other end Apples value proposition is that their store has all the flagship versions of apps (companies tend to treat iOS as their first class citizen) and privacy as a promise. That is a compelling sales pitch; to be treated as just a customer, not as something to be data mined and targeted.
Google REALLY needs to figure out Google Voice, Hangouts, Google News, Google Reader etc. Theres no reason Facebook should be a better feed and messenger, google has all the parts and talent, and cannot for the life of them unify them into a coherent simple product. Stop treating google voice like an afterthought, its a killer product. Google needs to figure out android vs chrome. Its very scary to buy into either of these product lines (at least I know my data is stored in google services regardless.)
Its a very hard decision right now to go Alexa vs Google Home, vs HomeKit. It sucks liking Swift apps, Google Photos, Facebook Messenger, DirecTV, Xbox Live, and Sony TVs. And pretty soon I'll need to have Sony, Disney, Hulu, Apple, Youtube, Netflix, Vudu/MGM, Prime, Facebook, xFinity, DirecTV/HBO/WatchTV (figure your shit out ATT). And that still leaves me without access to anything CBS/Viacom/Paramount, except what comes from DirecTV and VRV. Who am I trusting to make my multi-service experience the most pleasant; Roku, Apple, Google?
Ecosystem commitment is maddening, and paradox of choice has never made not participating more attractive.