Because their control these and the cloud, the experience will be good, when there’s a single device/ecosystem its easier to focus on experience which they’ve done well.
This will push the expectation on developers to deliver the same kind of experience with the cloud, it’s going to become the norm now. Not because its cost effective, not because of the technical benefits, but because it’s going to be transparent to users, and users are just going to expect it from now on.