Apple will never abandon the strategy to get more people to buy Apple hardware. Photos (on every Apple device, even Apple TV), iMessage (huge having it on the Mac) Safari hand off, favorites, cloud syncing with passwords and favorites to other Apple devices, Music across all devices, Watch integration with all of it, Air pods easily move from one Apple device to another. They simply will never give up on this strategy.
Apple hands down, has the very best eco system. Google is second but they are lack luster and the whole privacy issue just keeps getting worse. Microsoft has a business ecosystem and nothing really consumer anymore. I guess Xbox has a some small tie in with OneDrive but it's pretty lame to be honest.
Yes Apple is expanding where it makes sense. Bring more people in to the fold and if 1/4 of them buy Apple hardware all the better. Also you can get to photos on the web via iCloud. I do this for notes and photos on Windows if I have too. That said I barely touch Windows anymore with my recent job responsibilities change and I am so glad for it.