Microsoft bought FolderShare a few years back, which let you share & sync directories across PCs and Macs across the internet - so like Dropbox but without their online backup.
Unfortunately Microsoft turned it in to something that didn't work anywhere near as well. It might have been improved now, but my business partner and I moved across to Dropbox, which has been much better. Since then I've also received files from various people working on joint projects across Dropbox, within the web industry it appears to have become the standard for that.
Getting something else that works well on one OS will be straightforward, especially for someone like Apple. Getting it to work well (and wanting it to) for multiple OSes and getting people on the other OSes to adopt it will be another matter.
That's partly why Dropbox survived their security problems so well, it's become part of a lot of people's background workflow.