Microsoft and Google are just trying too hard with what I consider to be a pre-alpha quality UI, almost always with a degradation of the UX.
Apple is late to the game, but given their recent track record, I would not be surprised to see the same (lack of) strategy in action.
They could lose a lot of users quickly if they don't handle this better.
Youtube did like multiple redesigns, each time with massive complaints, clearly had no negative effect on youtube.
Reddit did that huge redesign, and lost like 50% of users initially. Their profits keep going up because they now control the ad distribution and can protect their valuable data from scrapers.
A UI/UX degradation simply isn't enough to turn away free users. You have to damage the fundamental value proposition like say Tumblr banning adult content.
It wasn't for the benefit of consumers, it was to create a segment they felt they could dominate.