Google is going to win the consumer AI battle and Microsoft the B2B battle.
This is purely because model cost will trend to zero whilst capability will reach an equilibrium, meaning the only moat is user lock-in.
Android owns something like 60-80% of the global market, and most people using an iPhone actually use the Gsuite (Gmail, YouTube, Google Maps, etc) from day to day. The EU (and after that probably India and Japan) are going to force Apple to open up iOS to accept other assistants.