With their current approach, they can share one content authoring environment over an API that splits all render concerns to the consuming client.
Sounds a lot like what HTML was supposed to do in the first place doesn’t it… but not all devices support arbitrary html web browsing, nor would you want to serve a full page to most , so the next best option (according to some) is API plus javascript client for the web side of things.
While I don’t think this path is correct, given the tools we have I do see why it is used so frequently.